Systems Change Starts in the Mind
Lumina Foundation's REACH Collaborative
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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.
“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.”
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.
LinkedIn engagement rate — well above typical 2–5% benchmarks
Average cost per click — efficient for higher education targeting
Total impressions — broad reach through strategic boosting and organic amplification
Dana Center
Friday turned a 30+ page math pathways report into a microsite built to spark action from champions and win over skeptics.
Complete College America
Hundreds of higher ed leaders, three days, one big idea. Friday helps CCA make it an idea leaders can act on back home.
Turn Purpose Into Power
Leave an unforgettable mark. Make an unbelievable impact.
