The Strategy
We launch the “Dare Us” campaign with a digital-first approach that connects directly
with schools and parents where they already are online.

• Awareness/staying top of mind: Grab attention with bold, funny, and shareable content.
• Engagement: Build trust through credible conversations and relatable stories.
• Conversion: Drive action with clear, urgent, and simple calls to apply.

The Funnel

• Awareness: TikTok • Facebook/Instagram • YouTube
• Engagement: LinkedIn Thought-Leadership • WhatsApp Voice Notes • Facebook Reels
• Conversion: WhatsApp/SMS CTAs • Emailers → Loan Applications