The document outlines a campaign to encourage students who feel stuck and unsure of their goals. It uses the phrase "I know what I want, but I don't know how to get there. So I better give it up now and move on to something else" to resonate with students. The campaign will use Facebook, YouTube, and Instagram ads targeting 220,000 students. Facebook ads will promote a sponsored event, while Instagram and Facebook posts will use memes to direct students to the website for more information and a application form. YouTube ads will be 6-second bumpers shown before relevant student videos. The goal is to influence students to make a decision and start pursuing their goals.