OUR WORK Alliance for Decision Education
The Ultimate Durable Skill: How FINN Helped AFDE Start a Decision Revolution
Today’s students are entering an AI-driven workforce and a digital ecosystem defined by misinformation and opaque algorithms. To navigate this complexity, the Alliance for Decision Education (AFDE) advocates for a fundamental shift in learning: prioritizing the cognitive skills that shape nearly every life outcome—the ability to make effective, intentional decisions.
Rooted in the belief that decision-making is a teachable skill, AFDE aims to establish Decision Education as an essential pillar of student success. FINN Partners was chosen for this collaboration because of our deep expertise in the education sector and our ability to navigate the specialized K-12 media landscape, where institutional trust and proven reputations are the primary drivers of curriculum adoption.
GOAL
FINN was engaged to help AFDE transition Decision Education from an abstract academic theory into a recognized, necessary pillar of American education. By educating teachers, district administrators, and state agency leaders through a narrative-driven, integrated communications campaign, we committed to showing the education community that Better Decisions = Better Lives.
SECTOR EXPERTISE
Education
62%
share of voice
22
media placements
1,160
total media mentions
The Work
FINN started by digging deep—into AFDE’s philosophy, into the realities of K–12 classrooms, and into the broader conversation happening across education and national media. A clear opportunity emerged: while schools are understandably focusing on academics, there’s still a major gap when it comes to teaching students how to think, evaluate, and make sound decisions.
At the same time, conversations around media literacy, career readiness, and durable skills were gaining traction. FINN used that intersection to shape a campaign that felt both timely and necessary. The “Bring Decision Education to Life” platform became the anchor, built around examples of how these skills show up in practice, whether it is helping students assess online sources, manage screen time, or make informed financial choices.
From there, the work focused on building momentum and credibility. FINN produced a steady drumbeat of thought leadership through content on AFDE’s website and social media feeds, media placements, and storytelling that elevated AFDE’s voice while also spotlighting educators and districts already putting Decision Education into action. Moments like a major district rollout in Kansas City and timely announcements like new leadership and funding milestones were used to generate visibility and reinforce legitimacy. Creative angles like “Fantasy Football Flops: How Decision Education Can Up Your Game” showed how Decision Education can be applied to student interests to teach probability and logic, making the concepts more relatable and accessible.
That new understanding has been tangible and lasting. AFDE is no longer trying to join conversations, they’re leading them. Media visibility grew significantly, but more importantly, so did recognition of Decision Education as a legitimate and necessary part of K–12 learning. The campaign helped move the idea from the margins toward the mainstream, giving educators, district leaders, and policymakers a clearer framework for thinking about student success. And in doing so, FINN helped position AFDE as the go-to authority on how better decision-making can help students shape better outcomes throughout their lives.