From the Nominator

"The University of California (UC), in partnership with the UC Student Association (UCSA), launched a campaign in February 2021 that asks Congress to double the amount of financial aid that students can receive through the Pell Grant program. Pell Grants are the primary way that the federal government helps millions of low-income students pay for college. In 1980, the average Pell Grant covered about 75% of the cost to attend a 4-year public university. Today, because of inflation and a lack of federal investment, it covers just 28%. This erosion in value is one of the reasons that so many families think college is out of reach. It’s also a key factor in the student loan crisis. 

In response, UC and UCSA launched “Double the Pell,” a campaign that calls on Congress to double the maximum Pell Grant award from its current level of $6,495 to $13,000. Through this campaign, UC has brought together students, alumni, and other allies with the shared goal of making college more affordable. We organized a congressional briefing, held a webinar with other national allies, and supported a student-led press conference. 

Our actions have prompted more than 10,000 supporters to take action, from signing a petition to Congress, contacting lawmakers via email and social media, or attending an organizing webinar. This ongoing campaign relies on grassroots advocacy and campus-level engagement, along with tactics that include traditional and social media, paid outreach, and community organizing among groups that fight for college access and affordability."

From the Judges

This campaign received high rankings from all judges across the board. The University of California sets a shining example for colleges and universities nationwide about what it means to be a true team player in doing what's right and just for the greater population. The campaign creative, in particular, provides a "visually compelling approach to a potentially pedestrian topic." Well done!