#WorthIt Campaign Tool Kit
The Association of Independent California Colleges and Universities (AICCU) is proud to launch the #WorthIt campaign, a coordinated initiative to highlight the value of higher education—and the positive impact it has on individuals, families, and communities. At a time of growing skepticism about cost and value, this campaign delivers a clear message: higher education transforms lives, strengthens communities, and fuels economic mobility.
This toolkit provides assets, key messages, and resources to help institutions incorporate the #WorthIt message into their communications.
Assets Available for Download:
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Download all assets
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Download assets by category:
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Logos – official campaign logos in multiple treatments
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Graphics – templates and branded visuals
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Reports – including the Federal Impact Insert and AICCU Impact Report with statewide data
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Sample messages – talking points for policymakers, media, and community partners
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Objective
Reframe the conversation about higher education by spotlighting the personal, economic, and social return on investment through earning a degree. Showcase the diversity, success stories, and impact of California’s independent, nonprofit colleges and universities.
Our goal: to remind policymakers, students, and families why investing in higher education is truly worth it.
This toolkit is designed to provide campuses with ready-to-use resources that make it easy to share the #WorthIt message. Each section includes logos, graphics, reports, and sample messaging that can be customized to reflect your institution’s brand and voice
Key Messages and Talking Points
Use these core messages—customized with your own institutional examples—in outreach, media, and campus communications.
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Affordability
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Over the past 10 years, across the sector, net tuition and fees have decreased by $500 (adjusted for inflation), despite claims of skyrocketing costs.
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At [Institution Name], we work hard to keep costs down for students by [insert example].
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Institutional Investment
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On average, institutional grant aid across our sector is seven times larger than state and federal aid combined.
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At [Institution Name], students receive an average of $XX in institutional aid each year. This is our commitment and investment in our students and their academic goals to ensure that a degree at [insert institution name] is worth it.
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Long-Term Value
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Research consistently shows a bachelor’s degree is the best investment for lifelong earnings, better health, upward mobility, civic engagement, and resilience in tough economies.
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Yes, college is hard work—but it’s worth it: for your career, your family, your community, and your future.
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Social Media Guide and Sample Posts
Help spread the #WorthIt message online by amplifying student stories and data.
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Student Story Prompts
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Why was pursuing college worth it for you?
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What opportunities, skills, or experiences have you gained because of college?
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Sample Hashtag Use
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Complete the sentence: College has been #WorthIt because ________.
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Best Practices
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Tag students, alumni, and relevant organizations to boost reach. For example, this post saw a boost in impressions after Model United Nations reposted to their page.
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Incorporate campaign branding into graphics and captions.
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Graphics and Brand Assets
The official #WorthIt campaign logos and customizable templates are available for download in this Dropbox folder. Institutions are encouraged to adapt these graphics—such as updating colors—to align with their own brand identity.
For example, Azusa Pacific University featured alumna Bailey Wilson ’18, founder and CEO of Bondi Bowls, and connected her entrepreneurial journey to the #WorthIt message.
Read Bailey’s story: bit.ly/40LgWjb.
Media and Opinion Pieces
Op-eds and commentary are powerful tools to shape public perception. Institutions are encouraged to submit pieces to local, state, and national outlets.
Example: Quinnipiac University President Judy Olian’s essay in TIME, Can Young People Afford to Not Go to College?, demonstrates how research and real-life outcomes can be used to argue for the value of higher education.
Use #WorthIt talking points and your campus outcomes to craft similar contributions.
Stay Engaged
This toolkit will be updated throughout the year with new assets and guidance. We encourage institutions to:
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Share your successes, student stories, and local initiatives
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Incorporate #WorthIt into your existing communications
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Partner with us in advancing the message that college is worth it
Together, we can strengthen the narrative and demonstrate the transformative power of higher education.