About the #WorthIt Campaign
The Association of Independent California Colleges and Universities (AICCU) is proud to launch the #WorthIt campaign, a bold, ongoing initiative to reaffirm the value of higher education—and independent higher education in particular. At a moment when policymakers and the public are questioning whether college is “worth it,” this campaign delivers a unified message: higher education transforms lives, strengthens communities, and fuels economic mobility.
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The campaign’s launch comes in the wake of the recently enacted budget reconciliation bill, which includes provisions that threaten college access, reduces affordability, and undermines support for vital workforce and professional education programs. In response, #WorthIt is both a counter-narrative and a call to action: a reminder that a college degree is not just worthwhile, but essential to opportunity, equity, and a stronger California future.​
“Higher education has always been about more than a degree—it’s about creating pathways to opportunity and strengthening the fabric of our communities. The #WorthIt campaign is our collective commitment to ensure that policymakers, families, and students understand that investing in higher education is investing in California’s future.”
Kristen Soares, President, AICCU
​Through storytelling, data, and advocacy, the campaign underscores that investing in higher education is hard work—but it is the work that secures brighter futures for students and communities alike. AICCU looks forward to partnering with colleges, universities, and campus leaders to ensure this campaign becomes a powerful, influential effort to reframe the conversation about the true value of higher education.