
One of only 10 nationwide recipients of a $10,000 Bridging the Dream Scholarship for graduate students
Giving the dream.
Their determination to provide students with resources, support, and guidance was overshadowed by unfounded misconceptions. CLYDE flipped the script.
IMPACT STATS*
pulled through in media coverage
in LinkedIn engagements
in post link clicks on X
* in 2023
In 2021, Sallie Mae’s charitable foundation — The Sallie Mae Fund — launched three scholarship programs to further promote diversity in higher education for students from historically underserved communities. Despite this dedication, Sallie Mae was still not recognized as a driving force behind equitable education.
Sallie Mae, in partnership with the Thurgood Marshall College Fund, founded the Bridging the Dream Scholarship. This initiative committed to awarding $3 million in scholarships by 2025, to help students from diverse backgrounds achieve their dream of completing post-secondary education. CLYDE leveraged Sallie Mae’s overarching communications and brand to foster a deep, emotional connection to the Sallie Mae brand, drive a mission-led culture, and better inform the external narrative around private student lending and Sallie Mae during National Scholarship Month.
Through creative media and digital activation, the campaign combined earned, owned, and paid media efforts that targeted local markets, social media audiences, and key stakeholders, including policymakers. Within a month, the campaign resulted in 7 interviews, 10 original pieces of coverage, hundreds of mentions, and millions of total impressions.
One of only 10 nationwide recipients of a $10,000 Bridging the Dream Scholarship for graduate students
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