Cognitive scientist and Yale psychology professor Dr. Laurie Santos shares her recommendations for creating a positive and productive mindset in college.
Laurie Santos, Ph.D.
Cognitive Scientist, Professor of Psychology, Yale University
How does a student’s mental state influence their ability to learn and retain information?
There are many studies showing that our mood affects our performance. Positive moods tend to broaden our perspectives — when we feel good, we’re able to process more possibilities, which can boost our innovation and creativity.
How can students redefine their idea of success to prioritize both achievement and happiness?
There’s a lot of evidence that shows that focusing on your happiness in your college years is correlated with the metrics of achievement and success students are usually striving for. One study by Diener and colleagues found that a student’s cheerfulness at age 18 even predicts their salary and job satisfaction more than 15 years later. I think students need to recognize that our happiness matters for future success more than we expect.
If a student feels stuck in a negative mindset about school, what’s one small change they can make today to start shifting that?
I think the most important change is for students to recognize that they have some agency over their mindset. There are things they can do to think differently about school and any other situation.
If you could design a mental health toolkit for students heading to college, what would be in it?
I’d give students a toolkit with strategies they can use to develop healthier behaviors and mindsets. Behaviors students can use to boost happiness include:
Prioritize Social Connection: One of the biggest mistakes students make is prioritizing grades and productivity over friendships. However, the research is clear: Meaningful relationships are the No. 1 predictor of happiness. So, say yes to that coffee invite, join a club, or just make small talk with a classmate — it all adds up. Even tiny interactions, like chatting with a barista, can boost your mood.
Embrace Time Affluence: Time affluence is the subjective sense that we have some free time. Most students today are time-famished, rushing from one task to the next. However, studies show that people who feel like they have more time are actually happier. Students need to protect their time affluence. Some strategies: Be intentional about how you spend your free moments. Instead of mindlessly scrolling on your phone, do something that genuinely recharges you — go for a walk, call a friend, or just breathe.
Get Moving: Studies show that exercise isn’t just good for your body — it’s huge for mental health. Research shows that cardio exercise can reduce rates of depression and anxiety. You don’t need to be a gym rat to see benefits — dancing in your dorm room, stretching, or biking to class all count.
Prioritize Sleep: Many parts of student life make it easy to skimp on sleep. However, sleep is one of the most important tools in our mental health kit. Aim for 7-9 hours a night, and make sure you’re practicing good sleep hygiene by keeping your phone as far away from your bed as possible (otherwise, the temptation to grab it in the middle of the night is far too high).
There are also mindset shifts students can use to feel happier. A few important ones to keep in mind are:
Self-Compassion: One of the biggest traps students fall into is being their own worst critic. You bomb a test, miss a deadline, or say something awkward in class, and suddenly, your brain is in full-on self-attack mode. However, research shows that this kind of self-criticism doesn’t make us perform better — it just makes us feel worse. Research has found that people who practice self-compassion (treating themselves with kindness rather than judgment) are more resilient, more motivated, and less anxious than those who constantly beat themselves up.
A Mindset of Gratitude: Our brains are wired to focus on what’s wrong. However, studies show that you can train your brain to notice more of what’s good. Studies also show that people who regularly practice gratitude have higher levels of happiness, lower stress, and even better sleep. So, scribble a few things in your gratitude journal, or commit to expressing your thanks to the people around you.
Become More Present: College life can feel overwhelming. There’s always another assignment, another social event, or another thing to do. Your brain is constantly jumping between the past (“I should have studied more”) and the future (“What if I fail?”). However, research shows we feel best when we’re fully present in the moment. Research by Matt Killingsworth and Dan Gilbert found that people’s happiness levels drop when their minds wander — even if they’re thinking about something pleasant. Get out of your head and find ways to find the joy of the present moment.
What’s one piece of advice you wish every college student knew about happiness and well-being before stepping on campus?
Our happiness is much more under our control than we think. With simple changes to our behaviors and mindsets, we can all feel better.
How can students balance academic pressures with self-care without feeling guilty about taking breaks?
My biggest piece of advice would be that students need to remember that self-care isn’t a distraction from success — it’s actually a tool for success. A lot of students feel guilty about taking breaks because they think rest is “unproductive.” However, research tells us the opposite: When you prioritize well-being and get the rest/sleep/care you need, you actually perform better academically.
One strategy I share with my students is to reframe breaks as a performance strategy. Instead of thinking, “I don’t deserve a break until I’ve done enough work,” flip the script and think, “Taking a break will help my mind recharge so I can do better work.” When you take a break, remind yourself: “This is not wasted time — this is me investing in my brain’s ability to learn.”
I think this is also another spot for Kristin Neff’s strategy of self-compassion. If you’re feeling guilty about taking a break, remember that you’re only human, and all humans need breaks and rest. The next time you feel guilty for resting, literally repeat these phrases in your head: “Taking care of myself is part of being a great student,” or “I will be kinder to myself so I can show up as my best self.”
Many students feel overwhelmed when choosing a college or major. What advice would you give them about making big life decisions?
A lot of students stress about picking the single right college or major that will lead to a meaningful and happy career. However, the science of happiness tells us that this kind of fulfillment isn’t just about what you do or what college you end up in — it’s about how you shape your work to align with your strengths and values. This is where job crafting comes in.
Job crafting is the idea that you can reshape how you spend your time (including at work or in your major) to make it more fulfilling. Research on job crafting by Amy Wrzesniewski shows that fulfillment isn’t just about what you do, but how you approach it. You can craft your major by focusing on courses and projects that align with your strengths, connecting with mentors and peers who inspire you, and reframing tasks to see their deeper purpose.
Actor, producer, optimist, and agent for change Yara Shahidi, host of “The Optimist Project” on Sirius XM, shares insights from her Harvard journey, offering advice on navigating education, discovering passions, and continuing personal growth.
You’ve been a strong advocate for education while also pursuing your degree at Harvard. What motivated you to prioritize higher education despite having so many career opportunities?
Education has always been an integral part of my life — it was never really a question of if, but when and how. My parents instilled this idea that learning is a lifelong adventure, whether that’s in a classroom or out in the world. For college specifically, I saw it as an opportunity to explore my curiosities, grow a community, and continue to pour into my growth academically and mentally. In a world in which so much is demanded of us on a daily basis, college felt like one of the few spaces in life in which my primary job was to thinkand explore. From my Gen Eds about the evolution of morality and pharmaceutical pricing, to my courses on neo-colonialism and resistance movements, Harvard gave me the space to think critically, to interrogate my own beliefs, and grow.
Many students feel pressure to choose the “right” college or career path. What advice would you give to those struggling with that decision?
I understand that pressure. So many of us come from communities and families that have dealt with so many barriers to entry to higher education, and it feels as though we are receiving this education and degree for more than ourselves, but for everyone who has invested in us.
Yara Shahidi in Harvard’s library (2021) | Photo courtesy of Yara Shahidi
My favorite piece of advice from when I was trying to figure out my own path is when my mama told me that your degree is proof, to yourself and to the world, that you can start and complete a project. This isn’t to make light of the vastly different paths college offers to us, but to contextualize that the most valuable part of the learning experience is the life experience — learning how to listen to yourself, learning how to see things through, learning how to learn, and, when need be, learning how to pivot. In our family, we have focused on chasing our curiosities, with the belief that opportunities will blossom from the intersection of our identity and interests.
What are some lessons from your own education journey that you think every young person should hear?
First: It’s OK not to have all the answers. We live in this era where everyone feels the expectation to have a five-year plan by the time they’re 17. I’m 25 and still don’t know what the next five years will hold for me. Some of the most interesting people I know have taken what many would consider unconventional paths. In fact, we are living in a time in which we are all realizing that to bring about a better world, we cannot rely on the status quo, and we will need to pursue unconventional paths.
Freshman year dorm room move-in (2018) | Photo by Afshin Shahidi
Second: Let yourself be “bad” at things. I had to learn (and am still learning) that not every attempt of mine would be a surefire success, and that’s part of my growth process. With the very real pressure of having to be the best for doors to open, we can get consumed with looking polished and/or trying to find the “correct” way of moving. I’ve had to remind myself, we are not here to know; we are here to learn, and the best learning happens when we give ourselves permission to fumble through something new.
Lastly: Your education — whether it’s in school or out in the world — is for you. Honor your learning style, expand your worldview, and share your unique creativity and skills with the global community!
You juggle so much — acting, activism, and academics. How has college helped you evolve as a person and as a leader?
Being a student at Harvard reaffirmed the importance of being a student of life. My college experience was a practice in giving myself permission to grow. Separate from being a public figure because of my career, being a young adult in this day and age comes with some sort of public persona and a feeling of having to be certain to be taken seriously, which, in many ways, is the same as being static. Being in classrooms with people from so many different backgrounds forced me to challenge my own perspectives, deepen the reasoning for my beliefs, and grow curious about topics that had never been on my radar. Being able to balance maintaining a core set of values while engaging with new ideas has helped me maneuver my career, created a source of optimism as we look for brighter futures, and helped me in my evolution into the person I want to be.
Your generation is redefining success in so many ways. How do you think young people today can balance passion, purpose, and education?
I think it’s incredible how we’re expanding the definition of success beyond traditional metrics. People want to do things that feel meaningful, and I think this generation has a beautiful sense of community where we are also invested in each other’s successes. Life seems like the group project we have to learn to love, and it’s up to us to figure out how we want to show up for the group. Our success seems to lie in embracing all of who we are, which allows us to contribute in a way that is unique to us. Allow yourself the freedom to explore different fields — be it arts, sciences, activism, or anything else that ignites your curiosity. Remember, it’s OK to have multiple passions and to pursue them in various capacities. Finding what fulfills us is the ultimate success.
Food is more than just a necessity in college — it fuels academic success, well-being, and connection, making informed dining choices essential for thriving on campus.
Robert Nelson
President and CEO, The National Association of College & University Food Services
Preparing for college means choosing classes, housing, and campus activities — but what about food? While dining may not always be top of mind, what students eat has a profound impact on their academic performance, health, and overall well-being. Here’s what families should consider when planning for a successful — and well-fed — college experience.
Food and academic success
Skipping meals may seem like a small sacrifice when juggling a packed schedule, but the effects on academic performance are significant. Studies show that students who eat regular, balanced meals — especially breakfast — perform better on tests, have stronger focus, and experience lower stress and anxiety.
Meal plans exist for a reason: They provide consistency, affordability, and easy access to nourishing meals that support learning, brain function, and students’ mental and physical health. Students should aim to create a meal schedule that aligns with their class and study habits, ensuring they have time to eat before long lectures or exams.
Know your options
Many students arrive on campus with food allergies, religious or cultural dietary preferences, or health-related nutrition needs, yet they may not realize that college dining services can accommodate them. Parents and students should take the time to explore:
Allergen-friendly options: Many dining halls have designated stations or innovative programs for accommodating top allergens like nuts, dairy, gluten, and more.
Registered dietitians: Some schools offer access to nutrition experts who can help students make informed choices.
Cultural and religious meals: If students keep kosher, halal, or vegetarian diets, understanding what’s available ahead of time can make the transition smoother.
Before move-in, students should visit the campus dining website, contact the dining team, and ask about meal options that fit their needs.
Making the most of your plan
A meal plan isn’t just about convenience — it’s also one of the most cost-effective ways to eat in college. Because of economies of scale, campus dining can offer a wide variety of meals at a lower cost than students would typically spend cooking for themselves or eating off-campus.
Students should consider:
Understanding their chosen meal plan: Are there unlimited swipes? A set number per week? Can unused meals roll over? What is the deadline to adjust plans if needed?
Knowing about alternative dining locations: In addition to dining halls, many campuses offer grab-and-go options, food trucks, or mobile ordering for busy days, included as part of the meal plan.
Making the most of cooking and nutrition programs: Some schools offer cooking classes, workshops, or healthy eating initiatives to help students develop lifelong food skills.
Food as connection
Beyond nutrition, food plays a vital role in helping students build relationships and feel a sense of belonging. Sitting down for a meal is one of the easiest ways for new students to make friends, unwind, and stay connected to campus life.
While technology has changed how students engage with their world, dining halls remain one of the most valued spaces for face-to-face interaction — not just with peers, but also with staff who become familiar, welcoming faces in a student’s daily routine.
A strong foundation
Students and families invest a great deal in higher education, and making informed choices about nutrition is part of that investment. Food is more than fuel; it’s a foundation for academic success, personal well-being, and lifelong habits. As students embark on this next chapter, taking the time to understand and prioritize their dining options can make all the difference.
Mia Aston, whose popular YouTube channel details her daily life as an NYU film student, shares her best advice for college preparedness, career development, and financial literacy.
What advice do you have for students trying to find the right balance between passion and practicality in their college and career choices?
Finding a balance between passion and practicality is actually something that I still struggle with today. Amidst the competitive job hunt with graduation approaching this May, I am often questioning why I have led myself more with my heart rather than my head. Many college students choose a major strictly based on how much money they will make or what their working hours will look like. That feels practical. As a film student, I was so in love with storytelling that I dove straight into New York University, blinded by passion. I think any art student has to be somewhat delusional in that sense, but at the end of the day, it comes down to your priorities in life. I would try and figure out what you need to both sustain yourself and be happy. Is a corporate job with a steady income more important to you than an exciting job that initially might not pay the bills? Are you willing to work multiple jobs? Do you have the financial support to even start your career on a lower-paying salary? Can you pursue a more practical career path and still nurture your passions as hobbies?
The best advice I can give is to be honest with yourself. You will always have to make sacrifices. Personally, I cannot imagine doing a job that I am not passionate about. I probably will struggle immediately after graduation, but I would be miserable if I did not let myself work in a creative field. This is the unsettling sacrifice, or rather gamble, that I am making.
How can students make the most of their college experience — both inside and outside the classroom — to set themselves up for success?
The best way to make the most of your college experience is to be proactive in learning and pursuing new opportunities. I always feel the most enriched when I am allowing myself to try new things and remain curious about my major. Attend school events, open lectures, galleries, film screenings, office hours, resume clinics, and more. The community around you can be inspiring and informative as well. There is such an endless array of resources available to you as a student. Take advantage of everything.
Networking is obviously also essential for your professional success. However, I have found that networking is the most enriching when you don’t approach it as a tool to meet an employer, but as an opportunity to learn from someone who has made it to a position that you hope to be in one day. Utilizing college as a learning experience outside of just the classroom can only help you.
What’s one piece of advice you wish you had received when you were preparing for college?
In the same way that I followed my heart into a film degree, I often let my enthusiasm lead me astray. When I started college, I wanted to be a part of so many different school clubs and work opportunities that I ended up spreading myself too thin. I wish someone had told me to commit to one or two clubs or jobs and let the rest go. I ultimately realized it’s better to give your best efforts to one thing rather than do a half job at seven different things.
What are the biggest challenges you faced when navigating both academic and creative fields, and how can you overcome them?
The biggest challenge I faced when navigating academic and creative fields was time management. The workflow and obligations of my academic and film classes can be extremely different. Managing your time in college is tricky regardless of your major, but when you have to write, shoot, and direct a short film on the same day that you have a research paper due for another course, it can be a little overwhelming. I overcame this by being diligent about my due dates and learning from trial and error. At the end of the day, my work will get done because it has to and because I will not let myself turn it in late. Additionally, managing my time between the two realms of academia and art becomes easier after every project I complete. As you learn more about your creative process and how long you need for each stage of production, you can begin to map out your workload schedule ahead of time. Sometimes I will start writing a paper over a month in advance because I already know that production for a film will be intense and demanding by the time that the paper’s due date rolls around. I am basically always trying to predict the future.
What role do financial literacy and budgeting play in college preparedness, and what resources would you recommend for students?
Financial literacy and budgeting play a huge role in college preparedness, but it looks different for everybody. There are so many factors to consider, and it is important to understand what your financial situation requires. NYU’s tuition is very expensive. In regard to my financial standing, I got lucky during my admissions process and was offered a full-ride scholarship from Tisch based on the portfolio I submitted. Therefore, I am able to cover my additional financial responsibilities through YouTube and freelance film jobs. When browsing through potential schools, I would research scholarships and apply to any offered by the college and external organizations. If you need to make money while you are a student, see if you can get an on-campus job. These jobs are great because they should be more flexible with your class schedule and coursework demands. Some of my friends are resident assistants at dorms. They are compensated through university housing and meal plans. I have other friends who work one or two service jobs to pay their bills. There are a variety of ways that you can navigate financial literacy as a student, depending on what you need. One piece of advice I would recommend is understanding what those budgetary restrictions look like for you and honoring them, even though students around you may have different spending habits. Be honest with yourself about the best way to responsibly manage your own money.
Alex Boylan, the host and co-creator of “The College Tour” TV series, discusses the power of a support system and the exciting launch of The Student Registry.
Alex Boylan has had quite a year, both professionally and personally. Alex and the award-winning series “The College Tour” have released two more successful seasons on Amazon Prime Video, bringing the total to over 180 colleges featured. More passionate than ever about helping students navigate one of life’s most transformative journeys, Alex continues to make “The College Tour” a vital resource for students and families looking to make informed decisions about higher education without the cost of travel.
However, Alex’s commitment to supporting students doesn’t stop there. After meeting with thousands of students over the years, one recurring theme stood out: financial anxiety. For many students, the rising costs of college — from tuition and books to living expenses — can feel overwhelming. That’s why Alex and his “The College Tour” partner, Lisa Hennessy, created The Student Registry, a new platform designed to help students not only financially plan for college but also raise the money they need to succeed.
This has been an eventful year for you and for “The College Tour.” Can you share some of the highlights?
Well, first and foremost, my wife and I welcomed a son in November, and that alone is such a monumental turning point. It enables you to think, feel, and even dream in ways you never saw possible. In many ways, it has helped fuel my desire to create support systems for students. This next generation deserves to be set up for success, and I want to do my part to help make that possible. I think that’s really what “The College Tour” is about.
Was that the impetus behind creating The Student Registry?
It’s something Lisa and I have been talking about for a while. We have registries for weddings and babies — so why not for college? Starting college is one of the biggest and most expensive milestones in life. Students deserve the same kind of support and celebration.
How does The Student Registry work?
The Student Registry, powered by “The College Tour,” is a game-changer. It allows students to create a personalized registry where friends, family, and even their community can contribute toward essential college expenses — whether that’s tuition, dorm supplies, books, or travel costs. It’s designed to give students the head start they need to focus on their education without the looming stress of financial uncertainty. It’s about showing students that they have a network of people rooting for them and invested in their success.
Why do you think support systems are so vital to college students?
Having a supportive network or community can make all the difference. I’m always blown away by how many of today’s campuses have these built-in networks that help students find internships and jobs. Some will even go so far as to give students free, unworn dress clothes for job interviews, so they can not only look professional but — more importantly — also feel confident. Whether it’s a school counselor, friend, parent, or even a TV show, every bit of caring matters. I was so fortunate to have amazing mentors along the way, and I’m trying to pass that forward. Growing up can be daunting, and it’s important for students to realize they aren’t alone in the process.
You started your career by winning the CBS TV series “The Amazing Race.” Would you have ever guessed this is where life would take you?
Great question! It may sound crazy, but it doesn’t surprise me at all. I have an adventurous spirit; that’s what helped me win the show. It’s also what fueled my career as a travel host. I’ve filmed in over 60 countries, but honestly, college is one huge adventure, so it totally makes sense. I have the best job. I get to travel all around the country and meet with incredible students from all different kinds of institutions, and as I get older and settle into family life, it’s so exciting to hear about their journeys and watch as they set out on their own adventures. It’s a very full-circle feeling.
During a hearing Wednesday, U.S. Education Secretary Linda McMahon defended the Trump administration’s proposal to heavily cut funding for the U.S. Department of Education during the 2026 fiscal year, arguing the reductions were a key step toward winding down the agency.
“We seek to shrink federal bureaucracy, save taxpayer money and empower states who best know their local needs to manage education in this country,” McMahon said before lawmakers on the House Committee on Appropriations’s education subcommittee.
President Donald Trump’s budget request, released at the beginning of the month, would slash funding to the Education Department by 15.3%, or about $12 billion.
The plan calls for eliminating two federal programs aimed at improving college access for disadvantaged and low-income students — TRIO and Gear Up — as well as shifting the responsibility of the Federal Work-Study program to the states. And it would eliminate funding for Supplemental Educational Opportunity Grants, which provide need-based aid to undergraduate students.
It also would reduce funding for the already-diminished Office for Civil Rights, which investigates harassment and discrimination on college campuses and in K-12 schools, by about $49 million, a 35% cut from the previous year.
Democrats, however, slammed the budget, arguing the cuts would undermine student success and restrict pathways to higher education.
“Your visions for students aspiring to access and pay for college is particularly grim,” Rep. Rosa DeLauro, the top Democrat on the appropriations committee, said during the hearing. “Some families do not need financial assistance to go to college, but that’s not true for the rest.”
‘You will not have the partnership of Congress’
Trump signed an executive order in March directing McMahon to “take all necessary steps to facilitate the closure of the Department of Education.”
His administration has shared plans to move its key functions to other agencies. In one instance, Trump suggested that operating the student loan portfolio should be the responsibility of the newly-downsized Small Business Administration.
Some Republicans on the panel voiced support for this plan Wednesday. Rep. Jake Ellzey, from Texas, suggested the U.S. Department of Health and Human Services could take over mental health support provided by the Education Department. He also proposed that the U.S. Department of Justice could oversee civil rights matters — an option McMahon floated during her confirmation hearing in February.
On Wednesday, McMahon described the Education Department as a federal funding “pass-through mechanism” and said other agencies could take over the job of distributing allocations from Congress.
“Whether the channels of that funding are through HHS, or whether they’re funneled through the DOJ, or whether they’re funneled through the Treasury or SBA or other departments, the work is going to continue to get done,” McMahon said.
However, Democrats indicated they would not support those efforts.
“You will not have the partnership of Congress in your efforts to destroy the Department of Education,” DeLauro said. “Not on our watch.”
DeLauro also slammed McMahon over recent cuts to the Education Department, which has eliminated about half of its staff and canceled hundreds of millions of dollars worth of grants.
“By recklessly incapacitating the department you lead, you are usurping Congress’ authority and infringing on Congress’ power of the purse,” she said.
Democrats also took issue with the budget’s proposal to shift the responsibility of funding programs to states.
Along with Federal Work-Study, the 2026 proposal would cut funding for other higher education programs, including the Strengthening Institutions Program, which provides grants to help colleges become more financially stable, improve their academic quality and ability to serve low-income students.
On the K-12 side, the budget proposal maintains funding for two major programs intended to support low-income students and those with disabilities. It also proposes combining 18 undisclosed grant programs into a single $2 billion block grant to states. However, the change comes with a $4.5 billion cut to those unnamed programs — an amount DeLauro said states couldn’t cover.
Rep. Madeleine Dean, a Democrat from Pennsylvania, echoed those comments, arguing that her home state couldn’t pick up the tab on programs the Education Department would no longer support.
“That’s called shift and shaft,” Dean said.
Support for TRIO and Gear Up
During the hearing, DeLauro took issue with the Trump administration’s rationale for cutting $1.6 billion allocated to the TRIO and Gear Up programs — the full amount they were allocated in fiscal 2024. In the budget proposal, the administration wrote that “access to college is not the obstacle it was for students of limited means” and said higher education institutions should use their own funding to recruit students.
Yet children of well-off families are much more likely to attend college. Among children of the highest-income families, 92% attended college, compared with 49% of children from the lowest-income families, according to a 2020 Brookings Institution report.
DeLauro asked McMahon what evidence the administration had to back its claim in the budget request.
“Simply because we have more programs reaching into the communities,” McMahon replied, adding that schools are picking up their recruiting efforts, though she did not list examples. “And if they’re not, they should be. Because it is, I believe, up to schools also to be reaching into their communities.”
At least one Republican, Idaho Rep. Mike Simpson, also took issue with proposed cuts to TRIO and Gear Up, noting that the Trump administration’s budget request described them “a relic of the past when financial incentives were needed to motivate” colleges to reach out and increase access to low-income students.
In contrast, Simpson argued the programs are highly effective at supporting low-income and minority communities, and he asked McMahon how the Education Department arrived at eliminating their funding.
“The need for TRIO I don’t think is nearly as strong because there are outreaches from colleges now into local communities, and there should be more of the universities and secondary education levels reaching into those communities,” McMahon replied. “They should be talking to them about college.”
There’s some very weird, strange and dangerous shit going on out there right now. In America, they are persecuting people for using their right to free speech and voicing their dissent. This is happening now. — Bruce Springsteen (May 14)
Was “the Boss” being partisan there? Donald Trump thought so:
“This dried out ‘prune’ of a rocker (his skin is all atrophied!) ought to KEEP HIS MOUTH SHUT until he gets back into the Country, that’s just ‘standard fare.’ Then we’ll all see how it goes for him!”
Just goes to show that there are two sides, both of them “partisan.” The singer has his partisan views, and so does the suppressor. We just need to chill, get along, and hear both sides. Ah yes, a Kumbaya embrace — yuck!
The ‘Big Chill’
Do you remember those “nonpartisan” folks who were so outraged by what was going on in the cancel culture world of college campuses? How they lamented the way the censorial mindset was choking the First Amendment? Oh, those First Amendment champions were so incensed.
And fair enough, things were wildly out of control and those liberals responsible for supporting or allowing such censorship had to be called out. Again, fair enough. Of course, those who tolerated college censorship (dare I say “liberals”?) are now livid by what is going on. Rightfully so.
But where are those guardians of free speech (dare I say “conservatives”) now? When never a day goes by when the Trump administration does not abridge the First Amendment with wild abandon?
Censorship is censorship!
Given where we are today, I’m tired of such rhetorical gaming. Censorship is censorship, period! The hell with the thinking that one must walk on “nonpartisan” eggshells before speaking too loudly or too often against censorship when it is as constant as it is today under this administration.
Take heed: It was not partisan to boldly condemn John Adams or Woodrow Wilson or Joseph McCarthy for their crusades of suppression. And it was not partisan to call out their supporters who sat silently in the face of such tyranny. In such a world, there are not “two sides” such that the likes of Bill Maher could dine with “nonpartisan” delight with a “measured” opponent of free expression.
Seven free expression groups speak out — Yes!
Thus, I was delighted to learn that seven groups had written an open letter to “universities, media organizations, law firms, and businesses” to stand up against the “Trump administration’s multi-front assault on First Amendment freedoms.”
Before I say more, let me quote from the timely and important open letter that these seven groups just released. First this: “In little more than 100 days, President Trump and the agencies under his control have threatened First Amendment rights through a breathtaking array of actions.”
After that introduction, they listed an indictment of free speech abridgments, and in a style reminiscent of the indictment in the Declaration of Independence, they have delineated specific things the administration has done (I have added bullets to their text):
They have sought to control speech and association by imposing unconstitutional conditions on a wide range of federal grantees and contractors.
They have sanctioned lawyers for their representation of people whom the president views as political enemies.
They have arrested, detained, and threatened to deport international students — including lawful permanent residents — solely because of their participation in lawful political protest.
They have purged crucial datasets from government websites, gutted agency offices responsible for compliance with the Freedom of Information Act, and imposed new and indefensible restraints on public employees’ right to speak on matters of public concern.
They have invoked civil rights laws to justify extensive and unwarranted intrusions into universities’ autonomy and academic freedom.
Resurrecting a policy introduced during President Trump’s first term, they have barred legal scholars from providing information and expertise to the International Criminal Court.
They have banned the Associated Press from the White House press pool because it declined to update its stylebook to refer to the Gulf of Mexico as the “Gulf of America.”
Books have been removed from U.S. military service academy libraries, and other federally operated educational institutions, because they do not conform to the administration’s ideological preferences, and federal funds are being used as a cudgel to censor curriculum and promote the administration’s viewpoints in schools.
The Federal Communications Commission has threatened to revoke the licenses of television and radio networks and stations whose reporting the administration disfavors.
As Professor Timothy Zick has so ably documented, the Trump administration’s assault on free expression is unprecedented. The following assessment from the seven groups echoes what is reliably set off in detailed form in Zick’s repository over at First Amendment Watch:
There have been other times in our nation’s history that witnessed sustained and misguided efforts to suppress speech. All of our organizations have opposed both Democratic and Republican administrations when they abridged First Amendment freedoms — as all of them, at various points, have done. But we share the view that the Trump administration’s actions, taken together, represent an extraordinary and in some ways unprecedented challenge to First Amendment rights and the values they embody [emphasis added]. These actions call for a forceful, uncompromising response. Some institutions have countered in exactly this way, to their credit.
Where the hell are other free speech groups and individuals?
Against that backdrop, I ask: where the hell are all those other groups, who when it came to campus censorship were so outspoken in defense of free expression? Why don’t they have their own open letters? Why are so many of those groups not openly endorsing the courageous assessments of those who, like Judge Michael Luttig, condemn the tyranny that is Trump? Too many conservative and liberal groups are afraid to speak out, afraid to put their names on the line.
Judge Michael Luttig
What we are witnessing today is a BIG CHILL effect of enormous magnitude. Some liberals (in law firms, universities, think tanks, and elsewhere) are afraid to speak out, lest they be attacked by one of the president’s executive orders. By the same token, some conservatives are afraid to speak out (on their blogs or elsewhere) for fear that they will lose stock in their ideological world, or fall victim to Trump’s wrath.
Bottom line: Tyranny is tyranny, and condemning it is not partisan — it’s American!
Recent samples of the BIG CHILL in suppressive operation
The decision by nine of America’s biggest law firms to “bend the knee” to President Trump drew condemnation among lawyers across the political spectrum, including from attorneys inside the firms who quit or launched resistance campaigns. Others have chosen a less career-limiting form of rebellion.
That would be offering leaks to Above the Law, a pugnacious legal industry website best known for scoops about law firm annual bonuses, snarky coverage of legal news and salacious stories of barristers behaving badly. But since March, when Mr. Trump began targeting for retribution top law firms whose clients and past work he does not like, Above the Law has become a rage read for lawyers incensed at the firms that accommodated him.
Fueled by a stream of inside-the-conference-room exclusives, Above the Law delivers a daily public spanking to what it calls “The Yellow-Bellied Nine.” Those are the elite firms that pledged a collective $1 billion in free legal work to Mr. Trump after he signed executive orders threatening to bar their lawyers from federal buildings, suspend their security clearances and cancel their government contracts.
Coming next week on FAN: Timothy Zick on institutional independence and democratic backsliding
Although the Trump Administration’s agenda regarding freedom of expression can appear chaotic, one consistent strategy has been attacking institutions that are essential to checking executive power. It is no accident that many of President Trump’s Executive Orders and the agency actions they direct have targeted the media, universities and faculty, law firms, libraries, and museums. These and other entities are sometimes referred to as “First Amendment institutions” or “knowledge institutions,” because they contribute to and facilitate public discourse and are necessary to a free and open society.
‘[Re]Distributed for Conference’ — SCOTUS mantra in some First Amendment cases
Apparently, the Justices are so overworked with all the Trump emergency appeals that they have to continue to pause on what to do with some of the First Amendment cases on their docket. For example, consider the following petitions:
Jessica Levinson on Comey, protected speech, and DOJ investigation
Professor Jessica Levinson
Questions are swirling following the launch of a federal investigation into former FBI Director James Comeyover a now-deleted social media post of seashells arranged in the numbers “8647” on the beach. (“Eighty-six” is commonly understood to mean “get rid of.” President Trump is the 45th and 47th President of the United States.) Was Comey calling for the assassination of Trump? Or was he, as he has since stated, expressing a political opinion about Trump?
If Comey’s post amounted to a siren song, beseeching others to kill the president, he can be punished for his speech. But should Comey’s post be viewed as political advocacy, which I argue it should, he is entitled to the full protection of the First Amendment.
The genuine threat is not that a president’s life is in danger, but that the Trump administration is attempting to silence the speech of political adversaries. Even if it is unlikely that Comey faces anything more than a slap on the wrist for his post, the decision to open an investigation in and of itself should be worrisome. Comey has access to the media and resources to defend himself. Not everyone does. And the prospect of chilling political speech critical of government officials should concern all of us.
Statement from the Institute for Free Speech on party coordination limits
The Institute for Free Speech commends the Department of Justice’s decision in National Republican Senatorial Committee v. FEC to acknowledge that federal limits on coordinated expenditures between political parties and their candidates violate the First Amendment. In a dramatic and unusual shift, the DOJ is now asking the Supreme Court to overturn its 2001 decision in Colorado Republican Federal Campaign Committee v. FEC (Colorado II).
“The Solicitor General’s recommendation that the Court grant the petition is a commendable move that acknowledges the First Amendment flaws in these limits,” said Institute President David Keating. “As we argued in our amicus brief, the factual basis underpinning Colorado II has been proven wrong by real-world evidence.”
The Institute’s brief demonstrated that over half the states allow unlimited party coordination, including 17 states that also restrict individual contributions—yet there is no evidence of these arrangements leading to corruption. The DOJ’s brief now acknowledges this reality, recognizing that the law represents a “prophylaxis-upon-prophylaxis approach” that fails heightened First Amendment scrutiny.
“When more than half the states manage to operate elections without restricting coordinated party expenditures and without giving rise to any relevant quid pro quo corruption, it is hard to believe that the law is ‘necessary to prevent the anticipated harm,’” noted the Institute’s brief.
The NRSC case challenges federal limits on how much political parties can spend in coordination with their candidates under 52 U.S.C. 30116(d). These restrictions severely burden the core function of political parties—to support and promote their candidates.
[ . . . ]
To read the Institute’s amicus brief in the case National Republican Senatorial Committee v. FEC, click here. To read the Solicitor General’s just-filed brief, click here. To read Institute Senior Attorney Brett Nolan’s expert analysis on the Sixth Circuit’s decision in NRSC, click here.
Claim: The ‘deluge of pornography has had a negative impact on modern society’
Christine Emba
It’s hard not to see a connection between porn-trained behaviors — the choking, slapping and spitting that have become the norm even in early sexual encounters — and young women’s distrust of young men. And in the future, porn will become only more addictive and effective as a teacher, as virtual reality makes it more immersive and artificial intelligence allows it to be customizable. (For a foretaste of where this might end up, you can read a recent essay by Aella, a researcher and sex worker, on Substack defending A.I. child porn.)
In her new book “Girl on Girl: How Pop Culture Turned a Generation of Women Against Themselves,” Sophie Gilbert critiques the mass culture of the 1990s and 2000s, noting how it was built on female objectification and hyperexposure. A generation of women, she explains, were persuaded by the ideas that bodies were commodities to be molded, surveilled, fetishized or made the butt of the joke, that sexual power, which might give some fleeting leverage, was the only power worth having. This lie curdled the emerging promise of 20th-century feminism, and as our ambitions shrank, the potential for exploitation grew.
[ . . . ]
[W]hile Ms. Gilbert is unsparing in her descriptions of pornography’s warping effect on culture and its consumers, she’s curiously reluctant to acknowledge what seems obvious: Porn hasn’t been good for us. While her descriptions of the cultural landscape imply that the mainstreaming of hard-core porn has been a bad thing, she pulls her punches.” (emphasis added)
Forthcoming scholarly essay on ‘Fascist Government Speech’
Professor G. Alex Sinha
On the day he was sworn in for a second term, President Trump issued pardons and commutations to all of his supporters who attacked the U.S. Capitol on January 6, 2021. This sweeping act of clemency gave legal effect to a longstanding grievance: Ever since the attack, which disrupted congressional certification of his 2020 election defeat, President Trump has consistently glorified the attackers and denounced their prosecutors. In defending the clemencies two days after issuing them, President Trump reiterated familiar themes — once more refusing to acknowledge that he lost the 2020 election, celebrating the patriotism of his supporters, and maligning those who pursued their accountability through what became the largest criminal investigation in U.S. history.
President Trump’s script was so familiar that it obscured a constitutional novelty. For most of the time between the January 6 attack and the subsequent clemencies, President Trump was not the president. He was a private citizen, and his speech about January 6 was protected by the First Amendment even to the extent that it was false or dangerous. But, by noon on January 20, 2025, he was once again President Trump—a government official, speaking on behalf of the government, and thus uttering government speech. Government speech is not protected by the First Amendment, but rather by an evolving set of Court-fashioned rules known collectively as the government-speech doctrine. In an instant, his comments took on an entirely new constitutional cast.
Ordinarily, this transition would be unremarkable; it occurs whenever a private citizen assumes a governmental role. But, combined with their content, President Trump’s statements — on this subject and many others — create a serious First Amendment problem. His remarks are deeply and distinctly illiberal, calibrated to undermine, falsely, the democratic legitimacy of a previous administration and to rewrite the history of an insurrectionist threat that would have allowed him to maintain power by violent and anti-democratic means. It is fascist speech, which invites wildly different constitutional analysis depending on its source.
Accordingly, this paper introduces and evaluates the concept of fascist government speech — a category we can no longer afford to ignore. Our First Amendment free-speech rights spring in substantial part from a commitment to self-governance, and the protections that follow generally extend to private fascist speech as part of a forceful commitment to free debate that courts and scholars have long believed would facilitate a robust democracy. By contrast, the basis of the government-speech doctrine is functional necessity, a recognition that our democratic self-governance would be rendered ineffective if the government could not spread its message. That backstory simply cannot justify protecting fascist government speech, which directly undermines the basis for governmental communicative prerogatives. Yet the doctrine, as constituted, ultimately does protect fascist government speech. Worse still, the doctrine operates to abrogate private free-speech claims, a result that is distinctly perverse when the abrogation functions to amplify fascist government speech. This paper therefore argues for significant revision to the government-speech doctrine to blunt the threat of fascist government speech.
2024-2025 SCOTUS term: Free expression and related cases
Cases decided
Villarreal v. Alaniz(Petition granted. Judgment vacated and case remanded for further consideration in light of Gonzalez v. Trevino, 602 U. S. ___ (2024) (per curiam))
Murphy v. Schmitt (“The petition for a writ of certiorari is granted. The judgment is vacated, and the case is remanded to the United States Court of Appeals for the Eighth Circuit for further consideration in light of Gonzalez v. Trevino, 602 U. S. ___ (2024) (per curiam).”)
TikTok Inc. and ByteDance Ltd v. Garland (9-0: The challenged provisions of the Protecting Americans from Foreign Adversary Controlled Applications Act do not violate petitioners’ First Amendment rights.)
Review granted
Pending petitions
Petitions denied
Emergency Applications
Yost v. Ohio Attorney General (Kavanaugh, J., “IT IS ORDERED that the March 14, 2025 order of the United States District Court for the Southern District of Ohio, case No. 2:24-cv-1401, is hereby stayed pending further order of the undersigned or of the Court. It is further ordered that a response to the application be filed on or before Wednesday, April 16, 2025, by 5 p.m. (EDT).”)
Free speech related
Mahmoud v. Taylor (argued April 22 / free exercise case: issue: Whether public schools burden parents’ religious exercise when they compel elementary school children to participate in instruction on gender and sexuality against their parents’ religious convictions and without notice or opportunity to opt out.)
Thompson v. United States (decided: 3-21-25/ 9-0 w special concurrences by Alito and Jackson) (interpretation of 18 U. S. C. §1014 re: “false statements”)
This article is part of First Amendment News, an editorially independent publication edited by Ronald K. L. Collins and hosted by FIRE as part of our mission to educate the public about First Amendment issues. The opinions expressed are those of the article’s author(s) and may not reflect the opinions of FIRE or Mr. Collins.
This morning I joined Amy Goodman on Democracy Now to talk about the bill that House Republican leadership worked through the night to push toward a vote on the floor.
The more Americans learn about what’s in this bill, the more outrage there will be that House members are willing to vote for cuts that will devastate communities so their billionaire donors can have a massive tax break. (That’s why they’re meeting to talk about the details in the middle of the night.)
We must sharpen our language to make clear what’s at stake in this one big, ugly, and death-dealing bill.
And we must prepare ourselves for moral action.
We are glad to announce that Indivisible, the national organization behind “No Kings Day” on June 14th, has joined our Moral Monday partners to mobilize a mass action on June 2 outside of the US Capitol. We invite you to register here if you can join us for Moral Monday on June 2.
To learn more, plan to join me and Indivisible co-founder Ezra Levin for a Substack Live on Tuesday, May 27, at 12pm ET.
I’m also looking forward to a conversation here on Substack next week with Robert Reich. We will be live Wednesday, May 28, at 5:30pm ET/2:30pm PT.
To join live conversations with us on Our Moral Moment, you just need to download the Substack app, subscribe for free, and turn out notifications. You’ll get a notice on your phone that we are going live.
Reaching today’s college and university students, most of whom belong to Generation Z, requires more than a digital presence. It requires cultural fluency, authenticity, and a deep understanding of how this generation engages with the world.
Gen Zs, typically identified as those born between 1997 and 2012, are the first true digital natives. They’ve grown up with smartphones, social media, and streaming content, not as novelties, but as fixtures of daily life. According to Pew Research, nearly 95% of teens have access to a smartphone, and more than half report being online almost constantly. These habits carry into their post-secondary years, where connectivity is an expectation, not a luxury.
But modern college and university-age students aren’t always just online. They’re also highly discerning. They value transparency, social impact, and personalization. They’re quick to recognize inauthentic messaging and even quicker to disengage from it. For colleges and universities, this creates both a challenge and an opportunity: traditional, one-dimensional advertising methods, such as flyers or general announcements, may not cut it anymore, but the right strategy can foster a lasting connection and institutional trust.
This blog post offers a comprehensive guide to understanding and effectively advertising to college students against this backdrop. From leveraging digital platforms to embracing values-driven storytelling, we’ll explore the strategies that resonate with Gen Z and how institutions can adapt to meet them with relevance and respect.
Let’s begin by exploring why this age group deserves special attention.
Why Marketing to College Students (18–24) Matters
Let’s start with a simple truth: the 18–24-year-old demographic is one of the most important audiences for higher education marketers today.
Why? Because this isn’t just the age when students choose a school. It’s when they start forming lasting opinions about the institutions they trust. The connections you build now can influence enrollment, but they also shape alumni engagement, word-of-mouth referrals, and long-term brand loyalty.
Here’s the part that matters: Gen Z is different.
They’re not just digitally connected, they’re digitally fluent. According to a study, young adults between 18 and 24 now spend an average of four hours per day online, much of it on platforms like TikTok, YouTube, and Instagram.
That means your message is competing with algorithmically curated, visually captivating, and instantly engaging content. If your campaign doesn’t speak their language, it likely won’t even register.
And here’s where it gets even more interesting: Gen Z is highly influenced by their peers. One study found that 44% of Gen Zers make purchasing or participation decisions based on influencer recommendations, not traditional ads.
What does that mean for your institution? If students don’t see your message reflected in the voices and platforms they already trust, you’re missing out. Not just on visibility, but on credibility.
We’ve already seen this in action. Consider how Lancaster University in the UK leveraged TikTok to promote its online open days. By collaborating with student ambassadors to create a series of in-feed ads, the campaign achieved over 10 million impressions and more than 90,000 clicks, significantly boosting engagement and interest in their programs.
Advertising to college students is not just about being seen. It’s about being relevant, responsive, and real. When you create campaigns that feel native to their world, not imposed on it, you don’t just attract attention. You build trust.
Where and How to Reach Students in 2025
Reaching college students today is as much about being present as it is about being present in the right places. To effectively connect with this digitally native audience, a multi-channel approach that blends online platforms with on-campus touchpoints is essential.
Where can I advertise to college students? Effective channels include social media platforms (Instagram, TikTok, YouTube, Snapchat), on-campus signage, email and SMS campaigns, and peer networks such as student clubs and organizations. Let’s explore the most impactful channels:
1. Social Media Platforms
Social media is the heartbeat of student communication. Platforms like TikTok, Instagram, Snapchat, and YouTube are where students spend a significant portion of their time. TikTok has become a vital recruiting tool, with two-thirds of teenagers using the platform, making it essential for colleges to have a presence there. Paid advertising and organic content (stories, reels, challenges) on these platforms can yield high engagement.
Example: Oxford University (UK) shared a series of TikTok videos featuring current students offering advice to incoming first-year “freshers,” creating authentic, peer-to-peer content that resonated strongly with its student audience.
When students are researching colleges or looking up information, they often turn to search engines and video platforms. Running targeted search ads ensures your college’s offerings appear when students are actively seeking information. On YouTube, short, engaging pre-roll ads can capture attention. Just remember to keep them concise and relevant.
Example: Randolph-Macon Academy (R-MA) launched an aggressive Google Search ad campaign targeting families seeking strong academics during the COVID-19 pandemic. The effort paid off, R-MA saw tremendous results, enrolling 115 new students from May to August 2020 (boosting overall enrollment) and even doubling their summer school enrollment despite the disruption.
Don’t underestimate the power of physical presence when advertising at colleges. Traditional channels like campus bulletin boards, posters in dorms or the student union, campus newspaper ads, and flyers still have value, especially for promoting campus events.
Modern twists on these include digital signage (screens around campus displaying announcements) and QR codes on posters that students can scan for more info or to RSVP. Being visible where students live and study helps keep your message top-of-mind.
4. Email and Text Alerts: Direct and Personal Communication
Email remains a staple for official communication, and when crafted well, it can be an effective tool for reaching students. Concise, visually appealing newsletters about upcoming opportunities can capture attention.
Additionally, SMS/text message alerts are highly effective for timely announcements, as most students will see a text immediately. Always ensure you have permission to text students and use this channel sparingly to avoid overcommunication.
Example: The University of Texas at Austin runs a program called HealthyhornsTXT through its wellness center, sending students 2–3 text messages per week with health tips, stress-management advice, notices of campus wellness events, and motivational reminders. The messages are written in a friendly, encouraging tone by health educators (e.g., nudging students to take a stretch break or stay hydrated in the Texas heat) and often include interactive elements like a monthly giveaway to sustain engagement.
5. Student Organizations and Influencers: Leveraging Peer Networks
Peer influence is powerful. Partnering with student organizations, clubs, or Greek life groups can amplify your message. Engaging student ambassadors or micro-influencers, students with a following in specific niches, can promote your message authentically among their peers.
Example: John Cabot University (JCU) in Rome, Italy has a robust student ambassador program: current students are heavily involved in orientation, campus tours, event planning, and peer mentoring, serving as friendly points of contact for prospects. JCU’s website even features profiles and contact info for each ambassador, portraying an approachable, relatable face to prospective students.
By integrating these channels, your advertising efforts can effectively surround students in multiple contexts: online, in class, around campus, and on their phones. The key is to maintain cohesive messaging across platforms, ensuring that whether a student sees a flyer in the cafeteria or a story on Instagram, the campaign feels unified and relevant.
Current Trends in Digital and Social Media Marketing
To reach today’s college students effectively, your digital marketing must evolve as quickly as their online habits. Trends shift fast; what worked last semester might be outdated today. Here are the top strategies driving real engagement right now:
1. Short-Form Video & Challenges
TikTok and Instagram Reels continue to dominate student attention. Quick, relatable videos, like day-in-the-life clips or student-led challenges, are easy to share and resonate with Gen Z’s short attention span. Schools that lean into this format are seeing higher reach and better engagement.
2. Authentic Influencer Content
Students trust peers over polished promotions. That’s why institutions are turning to student ambassadors for social takeovers, Q&As, or vlog-style content. These collaborations feel more like honest advice than advertising, and they build credibility.
3. Interactive & User-Generated Campaigns
Interactive content invites students to participate rather than just consume. Polls, quizzes, and contests on social media are very effective. For example, using Instagram Stories to let students vote on a homecoming theme engages them in decision-making.
User-generated content campaigns are also trending. A classic approach is to encourage students to post with a specific hashtag (perhaps showcasing school spirit or their favourite study spot) and then reshare those posts. These social media campaign examples for students turn your audience into content creators, which increases engagement and provides authentic material to repost on official channels.
4. Personalized, Geotargeted Ads
Digital tools now allow you to tailor messages by interest, location, or academic background. For example, promoting a coding event to computer science majors or a concert to students living on campus ensures your outreach hits the right audience at the right time.
5. Ephemeral & Live Content
Instagram Stories, Snapchat updates, and livestreams offer real-time, behind-the-scenes access to campus life. Their temporary nature creates urgency, while the live format allows two-way interaction that deepens student connection.
Example: Randolph-Macon Academy (RMA) hosts live virtual campus tour webinars to reach prospective families who cannot visit in person. RMA’s admissions team leads a live-streamed 360° campus tour followed by an in-depth Q&A presentation. This event is promoted through the school’s website and communications, allowing attendees worldwide to experience the campus in real time and ask questions, effectively extending the open-house experience beyond geographic limits.
Gen Z students care about social impact. Campaigns that highlight sustainability efforts, diversity, or local community involvement often outperform generic promotions, so long as the message is genuine. Authenticity matters.
Example: Loughborough University (UK) provides a strong example with its “War on Waste” campaign – a bespoke sustainability initiative aimed at reducing waste and increasing recycling across campus buildings. Branded messaging around “Reduce, Re-use, Recycle” and visual prompts appeared throughout Loughborough’s facilities, encouraging students to adopt greener habits as part of campus life.
Staying on top of these trends ensures your message feels relevant, not recycled. Institutions that tap into these behaviours, without straying from their core identity, tend to gain more trust, attention, and traction from the student audience.
On-Campus Advertising Strategies That Still Work
While digital platforms dominate student attention, on-campus advertising still holds power, especially when promoting local events or building community awareness. The key is in making it modern, visible, and relevant. Here are five effective ways to do it:
1. Posters & Digital Billboards
Traditional posters still work, but now they come with upgrades. Many campuses feature rotating digital billboards in high-traffic spots like cafeterias or libraries. These can display videos, animations, and even repurposed TikToks. For printed posters, bold visuals and a QR code make it easy for students to scan and act instantly.
Example: San Diego State University (SDSU) employs a range of on-campus media to reach students: from digital signage screens in student centers to pole banners along walkways, and even a large marquee visible from a nearby freeway, all broadcasting campus events and messages
By strategically placing dynamic content in high-traffic areas, SDSU ensures students are constantly aware of upcoming activities and campus news.
Setting up a table in the student center or quad is a direct way to interact with students. Staff it with friendly student volunteers or staff, and have a clear call-to-action: whether it’s to promote a new program, a survey, or an event. Freebies (swag like T-shirts, stickers, snacks) are a timeless tactic; students love free stuff, and a branded item keeps your college or event in mind later. This face-to-face engagement can complement your online ads for colleges by giving a personal touch.
3. Campus Media Channels
Student-run newspapers, newsletters, and radio stations offer trusted, student-authored spaces to advertise. Sponsoring a segment or placing a well-designed ad in a campus magazine ensures your message lands where students are already tuned in.
4. Residence & Academic Buildings
Bring advertising into the spaces students frequent daily. Many residence halls allow posting on community boards or digital displays in lobbies. Similarly, academic buildings often have screens or boards for department-related notices; work with different departments to promote relevant opportunities (like a speaker event hosted by the business school should be advertised in the business building). Tailoring your message to the location can increase its relevance
5. Guerrilla Campaigns
Some of the most memorable campaign examples for students have been unconventional. Think flash mobs, chalk art on sidewalks, or pop-up experiences. A college could organize a quick flash mob dance in the dining hall to draw attention to an upcoming cultural festival, for example. Or use sidewalk chalk to create a path of clues leading to a secret prize location as part of a scavenger hunt campaign.
These fun stunts naturally get students talking (and posting on social media) because they break the monotony of campus life. Just be sure to get any necessary permissions from campus authorities beforehand.
When done right, on-campus efforts amplify your digital campaigns. If, for instance, a student sees a poster in the dorm, gets a text reminder, and then spots a student-led story on Instagram, it all clicks. That kind of message reinforcement is what turns curiosity into action.
How to Advertise Events to College Students
Promoting student events, whether it’s a club meeting or a major campus concert, requires clear, timely outreach across multiple channels. The goal isn’t just awareness; it’s attendance.
A pertinent question for education administrators then is: How can I market to 18 – 24-year-olds effectively? Utilize mobile-first, interactive, and values-aligned content. Focus on authenticity, relevance, and peer-driven engagement. Short-form video and tailored messaging yield the highest response.
Here’s how to get students to show up and spread the word.
1. Use a Multi-Channel Strategy
Start with a Facebook or event page, then promote it on Instagram, TikTok, Twitter, and email. Post countdown teasers, behind-the-scenes clips, and physical flyers across campus at least 1–2 weeks in advance. Repetition across platforms helps the message stick.
2. Lead with a Strong Hook
What makes the event worth attending? Free food? A headline performer? Networking opportunities? Whatever it is, make that the focal point on posters, email subject lines, and social captions. Students need a clear reason to care.
3. Tap Into Peer Networks
Encourage club members and student leaders to promote the event on their socials. Authentic, peer-shared content builds trust. Add a campaign hashtag and invite early adopters to post excitement-building previews like setup photos or teaser videos.
4. Leverage Campus Infrastructure
Ask professors to announce the event in relevant classes. Use the school’s app, email newsletter, events calendar, and even push notifications if available. A well-placed promo video from a student government leader can go a long way.
5. Simplify Signups
Use one-click links, QR codes on posters, and RSVP buttons that send reminders. Don’t make students dig for info; friction lowers turnout. Keep access to details and registration as effortless as possible.
On the day of the event, keep the buzz going. Add a selfie booth or branded hashtag display to encourage attendees to share their experience. When others see the fun they missed, they’ll be more inclined to show up next time. The right event marketing doesn’t just boost attendance, it builds momentum.
Creative Campaign Ideas to Spark Student Engagement in 2025
The best campaigns tap into real student life, encourage participation, and reflect your campus culture. Here are five proven and adaptable campaign ideas to consider:
1. ‘Day in the Life’ Video Series
Feature different students taking over your social channels, athletes, international students, first-years, to show authentic campus life. Promote each one in advance, save them to highlights, and repurpose the content for YouTube or digital signage. It’s both engaging and a valuable tool for prospective students.
2. Hashtag Challenge
Launch a branded hashtag (e.g., #MyCampusStory or #[Mascot]Pride) and invite students to post around a fun theme like favourite study spots or campus traditions. Offer prizes, reshare standout entries, and build a content library that feels both organic and community-driven.
3. Scavenger Hunt Campaign
Blend physical and digital by hiding QR codes or clues across campus during orientation or homecoming. Ask students to share their progress on social media using your hashtag. Offer swag for completion and a grand prize for added excitement, great for both visibility and participation.
4. Student Spotlight Series
Celebrate students with weekly features, short videos, or graphics showcasing their achievements, hobbies, or contributions to campus life. Share these across platforms to boost morale internally and show prospective students the real impact of your community.
In a nutshell, what’s the best way to promote events to college students? Use a multi-channel approach, emphasize the event’s value, and simplify registration. Build excitement through social proof, timely reminders, and on-site digital engagement strategies.
Example: The Academy of Applied Pharmaceutical Sciences (AAPS) in Toronto leverages student voices on social media by regularly sharing student and alumni success stories. This allows prospective students to envision themselves achieving similar goals, essentially seeing “people like me” thriving at the school.
Host timely, student-friendly events like a “Puppy Zone” during finals or a “Throwback Thursday” music party in the quad. Pair each with a livestream and pre-event polls or trivia to boost anticipation and extend reach to virtual audiences.
Keep it student-led, authentic, and relevant. Bring students into the planning process, they know what’s trending and what will spark interest. These ideas promote as well as create memorable experiences that students want to share.
Best Practices for Student Advertising
To ensure your marketing is both effective and respectful, consider these key principles:
Prioritize authenticity: Use real student voices and visuals. Avoid overpromising or overly polished messaging.
Optimize for mobile: Assume your content will be viewed on smartphones. Use vertical video, fast-loading pages, and concise layouts.
Maintain consistency: Align visual identity and messaging across platforms to reinforce recognition.
Respect timing: Be mindful of academic calendars and daily student rhythms. Avoid campaign launches during exam periods.
Gather feedback: Use polls or post-event surveys to measure effectiveness and refine future campaigns.
Adhere to campus policies: Ensure you comply with posting rules, privacy regulations, and student consent protocols.
Do you want to master the nuances of marketing to college students?
Contact Higher Education Marketing for more information.
Twitter: Reaching college students today requires more than visibility; it demands relevance. Learn how modern higher ed marketing leverages short-form video, student influencers, and personalized campaigns to make a lasting impact.
Facebook: Higher education advertising is evolving. Discover how to engage Gen Z through integrated campaigns that reflect their values, prioritize authenticity, and foster connection, both online and on campus.
LinkedIn: From social media to digital signage, today’s institutions are reimagining how to connect with students. Explore the most effective strategies for student-centred marketing in 2025.
Frequently Asked Questions
Question: Where can I advertise to college students?
Answer: Effective channels include social media platforms (Instagram, TikTok, YouTube, Snapchat), on-campus signage, email and SMS campaigns, and peer networks such as student clubs and organizations.
Question: How can I market to 18 – 24-year-olds effectively?
Answer: Utilize mobile-first, interactive, and values-aligned content. Focus on authenticity, relevance, and peer-driven engagement. Short-form video and tailored messaging yield the highest response.
Question: What’s the best way to promote events to college students?
Answer: Use a multi-channel approach, emphasize the event’s value, and simplify registration. Build excitement through social proof, timely reminders, and on-site digital engagement strategies.
For HR professionals in higher education, workforce planning has evolved into a strategic discipline. Filling positions is no longer enough — leaders must anticipate talent needs, support professional growth and align development opportunities with institutional goals. A well-designed needs assessment gives HR teams the insight to take action with confidence and create lasting impact.
In the CUPA-HR webinar, Survey Says! Using HR Data and AI to Maximize Analysis of Needs, presenters from Harvard University’s Center for Workplace Development shared how their team designed and executed a large-scale, data-informed, AI-supported needs assessment. The goal? To better understand learning needs and create targeted strategies for professional growth across a decentralized institution.
Here are the key takeaways from their process.
Start With a Strategic Why
Before sending a single survey question, clarify what you’re hoping to learn — and why it matters.
At Harvard, the team began their needs assessment with a clear objective to understand learning and development needs across various employee groups as part of a larger workforce strategy. This meant designing a survey aimed at uncovering more than surface-level training needs, asking instead: What do our employees really need to grow and thrive in their roles?
Their advice to other HR teams is to anchor your assessment in your institution’s strategic goals and organizational context. Let that “why” guide your survey design from the start.
Design a Survey That Reflects Your Workforce
A successful needs assessment is tailored to the specific population it serves rather than one-size-fits-all.
Harvard’s workforce includes individual contributors, supervisors and executives across many schools and units. Their team created targeted questions for each group and pre-populated some responses using data from their HRIS system to reduce survey fatigue and improve accuracy.
Make sure your questions are relevant to different audience segments, and use the data you already have to streamline the experience for respondents.
Boost Participation Through Targeted Communications
Even the best survey won’t produce results without strong participation. Driving engagement was one of the biggest challenges for Harvard, as it is for many institutions. Their team addressed this by securing leadership support, crafting targeted communications and clearly communicating the value of the survey to employees.
To boost response rates on your own campus, consider using champions across departments, timing your outreach thoughtfully and explaining how the data will be used to benefit staff.
Use AI Thoughtfully to Analyze Large Data Sets
If your survey includes open-ended responses, you’ll likely end up with more data than you can quickly process — especially if your institution is large. This is where AI can help.
Harvard’s team used a combination of AI tools to analyze thousands of comments and identify themes. But they stressed that the human element remained critical. They invested time in crafting the right prompts, testing outputs and verifying results before presenting them to stakeholders.
Their approach to AI offers an important lesson: AI can accelerate analysis and bring fresh insights, but it’s not a shortcut. You need to build a process that includes human judgment, data verification and transparency.
Integrate HR Data for Deeper Insights
One of the most impactful decisions the Harvard team made was linking survey responses to existing HR data. This allowed them to connect learning needs to specific job roles, departments and demographics — enabling more targeted follow-up and planning.
By incorporating HRIS data, they were also able to personalize survey questions and reduce respondent burden. That integration enhanced both the quality of their data and their ability to act on it.
If you’re planning a survey, consider how existing HRIS data can be used to sharpen your questions and deepen your analysis.
Turn Results Into Action
The final — and perhaps most critical — step is using what you’ve learned.
At the time of the webinar, the Harvard team was in what they described as the “where are we now” stage and had begun implementing some of the recommendations from their survey analysis. They emphasized the importance of translating results into practical strategies that support learning and development, talent mobility and organizational effectiveness.
To do the same on your campus, be sure to:
Share key findings transparently with stakeholders.
Identify priority areas for development or investment.
Use insights to shape programming, leadership development or change management strategies.
Embrace Experimentation and Continuous Learning
The Harvard team acknowledged that this process wasn’t perfect — and that was okay. They embraced experimentation, learned from trial and error, and remained open to improving their approach as they went.
Their experience is a reminder that innovation in higher ed HR — especially when integrating AI — is a journey. Don’t be afraid to pilot new tools and adjust your process.
Watch the Webinar Recording
Interested in learning more about Harvard’s process? The full webinar recording and slide deck are available here.
