Education
Growth
Communications
Brand

Systems Change Starts in the Mind

Lumina Foundation's REACH Collaborative
overview

Combining Emotional Urgency with Institutional Proof

REACH Collaborative, a Lumina Foundation initiative, was designed to create equitable credential pathways for Black, Latinx, and Indigenous adult learners. But scaling this work required shifting beliefs, activating leaders, and equipping institutions to act. Friday designed and executed a sequenced, multi-channel campaign strategy to move the field from introduction to implementation.

challenge
insight
solution
As a new initiative operating in varied political climates, REACH needed to influence leaders who largely agreed with its goals, but had not yet changed their practices. The gap between agreement and action stalls progress.
To scale REACH nationally, we needed a unified creative structure that could surface unexamined internal narratives, prompt personal responsibility, and deliver visible, credible examples of change in practice without triggering resistance.
Friday executed three integrated campaigns across blog, landing pages, LinkedIn ads, boosted posts, YouTube playlists, and testimonial storytelling. The strategy paired narrative disruption with implementation guidance, moving audiences from awareness to commitment to replication.
overview

Combining Emotional Urgency with Institutional Proof

REACH Collaborative, a Lumina Foundation initiative, was designed to create equitable credential pathways for Black, Latinx, and Indigenous adult learners. But scaling this work required shifting beliefs, activating leaders, and equipping institutions to act. Friday designed and executed a sequenced, multi-channel campaign strategy to move the field from introduction to implementation.

challenge
As a new initiative operating in varied political climates, REACH needed to influence leaders who largely agreed with its goals, but had not yet changed their practices. The gap between agreement and action stalls progress.
insight
To scale REACH nationally, we needed a unified creative structure that could surface unexamined internal narratives, prompt personal responsibility, and deliver visible, credible examples of change in practice without triggering resistance.
solution
Friday executed three integrated campaigns across blog, landing pages, LinkedIn ads, boosted posts, YouTube playlists, and testimonial storytelling. The strategy paired narrative disruption with implementation guidance, moving audiences from awareness to commitment to replication.
Lumina Foundation landing page for an integrated campaign aimed at shifting narratives in support of adult learners of color
Storytelling assets for an integrated campaign promoting the best practices identified by institutions participating in the Lumina Foundation's REACH Collaborative
Cleanly and consistently designed briefs capturing best practices from the Lumina Foundation's REACH Collaborative
Home page design for the Lumina Foundation's REACH Collaborative focused on creating real opportunity for adult learners of color
Social graphics for a integrated campaign promoting institutional best practices from the Lumina Foundation's REACH Collaborative
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“Friday played an instrumental role in communicating the REACH Collaborative's initiatives across various states and institutions. Their strategic storytelling and active collaboration with partners led to impactful messaging and valuable tools that engaged adult learners of color.”

Eboni M. Zamani-Gallaher
Eboni M. Zamani-Gallaher
Renée and Richard Goldman Dean, University of Pittsburg, School of Education
Proof

From Agreement to Engagement

The sequenced campaign sparked attention and meaningful engagement across the higher education field. By sequencing urgency, storytelling, and practical guidance, we moved leaders from passive agreement to active consideration.

17.3%

LinkedIn engagement rate — well above typical 2–5% benchmarks

$4.04

Average cost per click — efficient for higher education targeting

436,972

Total impressions — broad reach through strategic boosting and organic amplification

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