Promoting access to loan forgiveness for those in public service
Creative + Strategy, PSA Network, Media Planning + Buying
Loan forgiveness has the power to significantly transform the daily lives of working-class New Yorkers, giving people a meaningful opportunity for financial relief and improved well-being.
In October 2021, the Biden Administration issued a time limited waiver for Public Service Loan Forgiveness (PSLF), that reduced the requirements for loan forgiveness for public sector workers, which was set to expire on October 31, 2022. Due to limited outreach efforts by the government, many eligible borrowers were unaware of the waiver or skeptical about the program.
With the deadline for application to the PSLF program approaching, many of NYC’s 250,000 long-standing government and nonprofit workers needed to be aware of the opportunity for full forgiveness of their student loans.
Launched in June 2022, the PSLF.nyc campaign sought to help 250,000 New Yorkers access $10 billion in loan forgiveness available to them via the temporary federal "PSLF Waiver" that expired on October 31, 2022.
F.Y. Eye partnered with PSLF.nyc to build awareness of this time-limited opportunity. Using attractive creatives inspired by vintage NYC signage in a social media and digital Out of Home (OOH) advertising campaign, F.Y. Eye helped ensure that New Yorkers committing their careers to the public interest both knew about and accessed this program in time with a simple yet punctual message – “Student Debt Free, ASAP”.
Through hyper-targeted social media ads reaching NYC's public service and nonprofit workers, the campaign urged audiences to apply before the deadline to enter the program. F.Y. Eye was also able to secure citywide donated placements for the PSLF campaign on LinkNYC screens, and developed a wraparound cover on AM New York Metro for the campaign’s run.
The amplification of the PSLF campaign was able to help hundreds of people in NYC get the loan forgiveness they deserve. The PSLF campaign estimates that staff working at PSLF.nyc partner organizations are on track to receive at least $4.6 billion in loan forgiveness for roughly 75,000 New Yorkers. As of mid-July 2023, approximately 662,000 borrowers nationwide have qualified for forgiveness under the limited PSLF waiver (Source: U.S. Office of Federal Student Aid).
PRESS
Leader to Leader: Rich Leimsider | NYN Media
Public Service Student Loan Forgiveness: How-To- The Brian Lehrer Show | WNYC
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