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ECMC Group Elevates Student Voices with its Question the Quo Campaign

Entered in Integrated Campaign


In 2022, ECMC Group chose to humanize its Question the Quo public awareness campaign, which was launched in 2020 to empower Gen Z teens to take the education and career path that is right for them versus defaulting to the status quo four-year degree, which might not necessarily align with their goals. To further advance the goals of the campaign and expand its reach, the team launched an effort to give the campaign a “face” in 2022, to meet students where they are. Goals:

Strategy and Execution

Based on evidence from other campaigns and measurement of our own communications efforts, we determined that focusing on storytelling and the personal experiences of students would lead to greater reach, more engagement and increased awareness and thereby position ECMC Group as a thought leader focused on helping students succeed in the eyes of students, their families, policymakers and leaders in the education and workforce spaces, as well as supporting students on their education journey–a key tenet of ECMC Group’s mission. Based on this, we identified the clear need for multi-channel communications that highlighted student experiences.


Given the ambitious goals of the campaign – which included the desire to locate pertinent student stories, find social media ambassadors and develop a program that was interesting to Gen Z teens, who are notoriously difficult to reach – staff capacity and resources were of the utmost importance. With a budget of $300,000 we fielded a nationally representative survey of high school students, developed a TikTok ambassador network that featured trusted influencers sharing their career journey and engaged with a media company to gather man-on-the-street interviews with individuals that showcased a wide variety of education and career pathways.


Our communications plan included:


Share Gen Z perspectives that Engage Media

Engagement with Students

Building Knowledge Through Web Resources

Elevating Student Voices Through Partnership


Video for ECMC Group Elevates Student Voices with its Question the Quo Campaign

Entrant Company / Organization Name

ECMC Group


Entry Credits