This article is one of a series of articles produced by Word in Black through support provided by the Chan Zuckerberg Initiative. Word In Black is a collaborative of 10 Black-owned media outlets across the country.
By Kiara Doyal, The Seattle Medium
Seeking to raise awareness about the benefits of higher education, particularly among underrepresented populations, the Washington Student Achievement Council (WSAC), Central Washington University (CWU), and digital media agency Sandbox Inc. have partnered to reshape how students perceive college. This collaborative effort, named Changing the Narrative, aims to reverse troubling education trends by sharing the personal and societal value of postsecondary education through impactful multimedia content.
Launched in September, Changing the Narrative is set to run until July 2025, drawing insights from fields including higher education policy, behavioral science, design, marketing, and student services. Together, these fields will help create content that is meaningful and accessible for a wide range of audiences. Washington ranks low nationwide—48th out of all states—for the percentage of high school graduates who immediately pursue higher education, despite offering one of the country’s most generous financial aid programs.
There is reason for optimism, however. According to a report from Seattle Public Schools, graduation rates have been climbing, with notable increases among students traditionally underserved by the education system.
“The percentage of African American male students in the Class of 2023 graduating within four years and successfully completing advanced coursework increased from 53.4% for the Class of 2019 to 71.9% for the Class of 2023,” a Seattle Public Schools spokesperson noted.
Made possible by a $250,000 investment from the Lumina Foundation, the pilot project taps into the expertise of WSAC, CWU, and Sandbox Inc. to produce digital tools that foster a stronger college-going culture in Washington. The project’s focus is to create interactive, evidence-informed content that builds trust and rapport with communities who may be unfamiliar with or hesitant about college.
“This project will allow our organizations to leverage our collective expertise in postsecondary education and rethink the narrative surrounding higher education,” says WSAC Deputy Executive Director Isaac Kwakye. “We will look to reframe the benefits of postsecondary education in a way that resonates with our target audiences, and we will deliver the information through channels and formats that our target audiences use in their daily lives.”
Among the project’s core goals is to connect meaningfully with youth and adults who may not be aware of the paths to higher education or who feel they may not be welcomed or supported in a college environment. By sharing relatable personal stories from peers and role models, Changing the Narrative seeks to show students of all ages and backgrounds what is possible with postsecondary education.
“Our goal with this project is to show how accessible higher education can be for everyone, regardless of their socioeconomic status,” says Andrew Morse, CWU’s Interim Vice President of University Relations. “We believe the work we are doing with WSAC and Sandbox will show more prospective students in Washington how to navigate the barriers—and perceived barriers—that are preventing them from continuing their education after high school.”
The project also addresses the need for people to make informed decisions about college and career training by evaluating costs, potential value, and lifelong benefits. Washington has made progress in increasing college enrollment among underrepresented groups.
According to Seattle Public Schools, the percentage of African American male graduates enrolling in college the year after high school rose from 56% for the Class of 2019 to 62% for the Class of 2023. For Students of Color Furthest from Educational Justice, the percentage of graduates who enrolled in college immediately after high school also saw a rise, increasing from 48% in 2019 to 55% in 2023.
As part of its outreach, Sandbox Inc. will conduct video interviews with a diverse group of CWU students, showcasing their unique experiences and perspectives. These stories will allow potential students, particularly those from underrepresented backgrounds, to see themselves reflected in a college setting.
“We plan to engage a diverse group of students and support staff during the research phase and then develop content that highlights aspects about CWU that will resonate with the people in our target audiences,” says Patricia Mangeol, Director of Digital Learning Initiatives at Sandbox Inc.
The partners hope that Changing the Narrative can inspire a broad cultural shift toward higher education by developing content that reaches prospective students in familiar and engaging ways. By creating a platform that feels approachable and grounded in real experiences, WSAC, CWU, and Sandbox Inc. aim to help students feel empowered to consider college and other postsecondary opportunities as realistic, valuable options.
“This project is a model for a different way of thinking and behaving as we look for new ways to create a college-going culture in Washington,” Morse explains. “We need to approach our work in different ways if we are going to achieve the things we know are important in the world. CWU looks forward to working alongside WSAC and Sandbox to make this vision a reality.”