The Brief

If you're wondering whether it is truly worth the $8 million to $10 million cost per 30 seconds to air a commercial during the Super Bowl, just ask the creative minds behind the pro-Jesus advertising campaign "He Gets Us."

According to Come Near, the group managing the "He Gets Us" campaign, after airing commercials in three previous Super Bowls, they have seen nearly 10 billion video views, more than 70 million visitors to their website HeGetsUs.com and an awareness of the campaign so high that 40% of adults in the U.S. now know about He Gets Us.

And they expect that awareness to only expand with their fourth Super Bowl ad this Sunday titled "More," focused on the pressures many feel in modern society to pursue more of everything.

"There's not a lot of moments like this. … We're looking for moments where people really congregate," says Simon Armour, chief creative officer for Come Near, which has crafted the "More" ad as part of a campaign called "Loaded Words." "We're constantly asking, 'Are we really meeting people where they're at?'"

Offering a distinctly non-commercial message in the middle of the world's biggest advertising showcase is certainly one way to stand out. But that's only one of the many messages featured in an event that set a record last year — and the year before — as the most watched single telecast in U.S. history.

A dive into the raft of ads airing in the Big Game that were released early, aimed at rocketing around social media to build buzz before their debut Sunday, revealed the typical mix of celebrities, nostalgia, special effects and bold humor we see every year.

New in the mix: A few efforts encouraging fans to build their own Super Bowl commercials, including an option from Uber Eats allowing users to make 1,000 versions of celebrity-filled ads and a contest sponsored by Artlist.io, an AI platform for video creation, offering $60,000 for the best subscriber-created spot.

And, as we have seen in recent years, there's a decided lack of commercials offering any kind of sharp social message. At a time when America seems more divided than ever, most advertisers don't seem keen on spending millions to address the social or political issues of the day.

Of course, the most impressive messages may not surface until the Big Game itself. But here's a look at some of the most interesting commercials unveiled in advance, offering a look at the bold swings marketers are about to take on the biggest stage in media.

Best use of a self-deprecating celebrity, Part 1: Raisin Bran's 'Will Shat'

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One of the coolest things in modern pop culture has been to watch Star Trek icon William Shatner morph from an overacting, self-serious stick in the mud into a goofy celebrity who begrudgingly accepts that it's better to play along with his peculiar kind of fame rather than resist it. The 94-year-old comes full circle with this ad for Raisin Bran that deftly spoofs both the result of eating all that fiber, Shatner's roots in science fiction and the scatological word game people likely have played with his last name for eons, introducing him in the commercial as a character named Will Shat. My favorite moment: when he looks over at a pet and asks, "Is that dog a Shih Tzu?" As a bonus, the Shat-man even made news in real life, when paparazzi thought he was eating a bowl of cereal while driving (he was actually posing for a photo shoot.)

Most touching reference to Big Brother: Ring's 'Search Party: Be a Hero'

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Tell people that video doorbell company Ring can remotely link a bunch of cameras to look for something, and many may wonder if they've stumbled into a George Orwell novel. But show people how Ring cameras can be tasked to help find some of the 10 million dogs who go missing every year — using its new, free Search Party feature — and you have a teary, sentimental spot for the Big Game that pulls on the heartstrings while downplaying any concerns about Big Brother invading their privacy (fear not, Search Party is a program you have to opt into).

Best argument to Hollywood for using AI: Xfinity's 'Jurassic Park … Works'

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Cool as it is to suggest that one tech geek from Xfinity could have kept all the dinosaurs from escaping Jurassic Park, the telecommunication company went one better in this ad – basically showing the potential for de-aging and computerized imagery in film by creating new scenes for the 1993 movie featuring stars Sam Neill, Laura Dern and Jeff Goldblum. In Xfinity's new spot, they're jogging with herds of dinosaurs and posing for pictures with a T. rex instead of running for their lives. Of course, a happy ending invalidates the film's whole "egotistical man shouldn't meddle with natural ecosystems he doesn't understand" message. But it will probably sell an awful lot of Wi-Fi service.

Best use of a self-deprecating celebrity, Part 2: TurboTax's 'The Expert'

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Adrien's Brody's over the top antics while portraying a TurboTax expert – despite the company's insistence that the program helps keep taxes "drama free" — is a delicious send-up of his own self-serious reputation. (My fave moment is when he screeches "If there's no drama, then there's no Adrien Brody!") It's almost enough to make you forget the record-setting arrogance of his way-too-long best actor acceptance speech at last year's Oscars ceremony. Almost.

Best headfake around men's silly sensibilities: Novartis' 'Relax Your Tight End'

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What's the best way to let men know there's now a less, um, invasive way of checking for prostate cancer than the old school finger method? This commercial, featuring football heroes like former New England Patriots tight end Rob Gronkowski and former Tampa Bay Buccaneers coach Bruce Arians urges men to relax their tight end — complete with shots that seem to depict that relaxation — thanks to the invention of a blood test to check for early signs. It's all a bit of cheeky good fun — OK, I couldn't resist that one — aimed at getting men to get over their hangups and get tested regularly for a disease that has an impressive survival rate if caught early.

Best use of class warfare: Hims & Hers' 'Rich People Live Longer'

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Fresh off a controversy from last year, which found the telehealth company criticized for not being fully transparent about the side effects of its weight loss drugs, Hims & Hers is back with a spot that declares "the wealth gap is a health gap." Rapper and actor Common provides the voice-over for this spot, which shows wealthy people accessing all kinds of treatments and preventive care as the narration notes, "all that money doesn't just buy more stuff — it buys more time." Watching a big corporation spend millions pitching its products as an affordable way to bridge that gap, at a time when medical expenses are one of the leading causes of bankruptcy in the U.S., feels a little odd. But it's also a stroke of genius.

Best parody of a competitor: Pepsi's 'The Choice'

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This spot, starting with a computer-generated polar bear getting confused after picking Pepsi over Coca-Cola in a blindfolded taste test, works in all kinds of ways. It pokes at Coke's longtime use of computerized bears in its own Big Game ads back in the day while indulging a bit of nostalgia. Extra points for a moment later in the ad that references the infamous Coldplay kiss cam incident and a cool cameo from impish director Taika Waititi.

Most questionable joke: DoorDash's 'Beef 101'

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In the ad, 50 Cent presents the latest iteration of his beef with Sean "P Diddy/Puff Daddy" Combs as an epic exercise in tongue-in-cheek trolling. He reaches into a DoorDash pouch to pull out a bag of Cheesy Puffs, a pack of combs and a bottle of cognac he says is "aged four years … or 50 months. Who's keeping count?" But I bet Combs, now sitting in federal prison after his conviction on prostitution-related charges, surely is. And those who recall the allegations of sex crimes and abuse which surrounded the Combs trial, might not find a commercial seeking laughs by referencing that traumatic situation to be much fun at all.

Most shameless pandering to bro culture: Bud Light's 'Keg'

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Football legend Peyton Manning, comic Shane Gillis and musician Post Malone seem mostly wasted in a nonsensical ad featuring an entire wedding party tumbling down a steep hill in pursuit of a single keg that fell off a dolly. Gillis gets the punchline, turning to the camera to say, "I give it a week," presumably in reference to the wedding. I'm betting most viewers forget about this uninspired ad even quicker.

Best use of a conspiracy theory I might actually believe: Uber Eats: 'Hungry for the Truth'

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This spot continues the concept Uber Eats floated in last year's Super Bowl ad, featuring Matthew McConaughey insisting the NFL organized this whole professional football thing as a ruse to sell more food. This time, he's torturing poor fellow movie star hunk Bradley Cooper — who mostly looks like he just wants to be seen wearing gear featuring his beloved Philadelphia Eagles — pointing out all the NFL players named after food. But when he shows Cooper that the NFL Hall of Fame building looks just like a juicer — gotta say, I was nearly convinced.

The number of Californians without health insurance could double from 2 million today to 4 million by 2030, according to a report from the state Legislative Analyst's Office. It’s the state budget office’s preliminary attempt to quantify how federal legislation known as the “One Big Beautiful Bill” will reshape healthcare access statewide.

The One Big Beautiful Bill is driving nearly 90% of the projected coverage loss, according to the LAO report. It's mostly Medi-Cal enrollees who are expected to be dropped when new work requirements take effect in 2027. The remaining 10% are largely people leaving the state's health insurance marketplace, Covered California, after enhanced federal premium subsidies expired last year.

What's the impact to coverage?

L.A. County officials estimate that recent Medi-Cal changes could put coverage at risk for hundreds of thousands of residents and cost the health departments about $800 million a year. A UC Berkeley Labor Center analysis projected more than 1 million Medi-Cal enrollees could lose coverage by 2028.

The LAO report also warns that county indigent health programs for uninsured residents will soon face a surge in demand they’re not prepared to meet. Those county programs had enrolled about 850,000 people statewide before the federal government expanded Medicaid coverage in 2014. Total enrollment is currently 10,000 statewide, but the trend is going to reverse, according to the report.

What's the impact to health-care providers?

More uninsured people means hospitals and clinics provide more services without getting paid. The LAO projects that uncompensated care costs at hospitals could grow by several billion dollars statewide by 2030. Clinics face steeper losses because they run on smaller budgets and depend more heavily on Medi-Cal revenue.

The LAO also projects premiums on the individual health insurance market will rise as healthier people drop coverage.

What are proposals to help?

The LAO itself doesn’t recommend new spending and instead urges lawmakers to track what happens to hospitals, clinics and county programs before taking action. But both L.A. County and state officials are pushing tax efforts to combat federal cuts.

L.A. County voters will decide June 2 on Measure ER, a half-cent sales tax that would generate about $1 billion a year for hospitals and clinics. ANovember statewide ballot initiative would impose a one-time 5% tax on Californians worth over $1 billion and direct 90% of proceeds to Medi-Cal.

California regulators say State Farm has illegally delayed, underpaid and denied claims from policyholders affected by the 2025 L.A. fires — something fire survivors have said for months.

The California Department of Insurance announced Monday that it has taken the first step in the process to bring the allegations to a public hearing before an administrative judge. That could result in the state’s largest home insurer paying up to about $4 million in penalties, and suspension of its license for up to a year, meaning it could not write new policies in California during that time.

“Our investigation found that State Farm delayed, underpaid, and buried policyholders in red tape at the worst moment of their lives,” state Insurance Commissioner Ricardo Lara said in a statement.

The state analyzed 220 randomly selected claims — out of more than 11,000 filed with State Farm in response to last year’s fires — and found hundreds of violations in more than half them. Attorneys for the state called it a “troubling pattern” in their filing.

State Farm denied the allegations and called the state’s move “politically motivated” in a lengthy statement posted to its website.

Every Fire Survivors Network, a coalition representing thousands of L.A. fire survivors, pressured the state for months to investigate State Farm’s handling of wildfire claims.

Joy Chen, who co-founded the group after her home was damaged in the Eaton Fire, said the state’s action is far from enough.

“It’s just very disappointing to see our regulator issue a report that shows his own failures over the last 16 months,” she told LAist.

Only a few dozen homes have been rebuilt so far in both Altadena and Pacific Palisades since the fires destroyed more than 16,000 buildings, mostly homes, in those communities and nearby areas.

A survey by the nonprofit Department of Angels last year found that nearly three-quarters of L.A. fire survivors reported delays, denials and low payouts of their claims across all insurers.

“What we need is for all State Farm contracts to be enforced so that Los Angeles families can have the money that we need to move forward with getting back home,” Chen said.

The state’s alleged violations carry a fine of up to $5,000, and up to $10,000 if the violations are found to be willful. The case will be heard by a state administrative law judge, who will provide a recommendation to Insurance Commissioner Ricardo Lara on a possible penalty.

The Insurance Department said people with homeowners policies from any insurer can report problems with their claims at insurance.ca.gov or by calling (800) 927-4357.

Yes, you could put a screen in your backyard and call up your friends to watch a particularly compelling World Cup game after the tournament begins June 12.

But FIFA is turning each game into a public celebration, sponsoring 10 outdoor Fan Zone watch parties with large viewing screens across L.A. County through the final on July 19.

Details were released on Monday, including locations, dates and prices.

The Fan Zones open in a staggered schedule from one day to four days each, starting with the Original Farmers Market on June 18 - 21, and then popping up across the region until the glorious end on July 19 in downtown Burbank.

Ticket prices range from free (City of Downey, Union Station L.A., “Magic” Johnson Park, Whittier Narrows) to over $300 for a VIP experience with a viewing lounge and a concert at the downtown Burbank Fan Zone on the day of the World Cup final match on July 19.

Fan Zone kick off

At the first Fan Zone, at The Original Farmers Market from June 18 for four days, entry will cost you $5 per day or $17 for all four days. Kids age 3 and under are free. (FIFA says the zones are family friendly).

You’ll be able to see four matches there each of the four days, including Mexico vs. South Korea on June 18 at 6 p.m. and USA vs. Australia on June 19 at noon.

FIFA World Cup 2026 scarves are displayed during the ribbon cutting for the LAX/Metro Transit Center rail and bus public transportation station at LAX on June 6, 2025.

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You won’t have to squint to find your favorite player or catch the goals. The Farmer’s Market will include a 30-foot viewing screen as well as a 15-foot secondary screen to watch the games. There will be beer gardens, and you can purchase food from the Market's dozens of establishments.

Other Fan Zones

The West Harbor L.A. Fan Zone will give people an opportunity to experience the newest major development along the San Pedro waterfront, a 42-acre waterfront district that’s been years in the making.

The Union Station L.A. Fan Zone on June 25 is free and includes match viewing, music, food, and immersive fan experiences, featuring live DJs.

The final Fan Zone opens July 18 and 19 in downtown Burbank for the World Cup’s last two matches. FIFA says it’ll include “an adjacent international street fair filled with global flavors and cultural experiences.” Tickets range from $25 to over $300

The full list of the Fan Zones is here.

This of course, isn’t the only opportunity to watch World Cup matches with groups of people in SoCal. The city of L.A. will host its own watch parties.

Up against a massive court backlog that can drag their cases for years, asylum seekers face steep costs when pursuing their dreams of college in California.

Asylum-seeking students in California often face a double blow: they are charged higher tuition for nonresidents and excluded from most financial aid. For students and their families, this can mean thousands of dollars paid out of pocket and years of financial stress as their immigration cases remain unresolved.

Before establishing residency, asylum-seeking students are charged non-resident rates, which are about three times what state residents pay for public universities and roughly eight to 13 times more for community colleges, depending on the district.

All asylum seekers are disqualified from federal financial aid. The few who qualify for California’s state aid may never know their options, or face hurdles in obtaining it due to a patchwork of financial aid processes.

The state’s higher education systems are not mandated to track asylum seekers, making state budget impacts nearly unquantifiable during legislative attempts to expand financial aid eligibility.

“I only see them struggling,” said Eric Cline, social services program director at OASIS Legal Services, which supports LGBTQ+ asylum seekers across the Bay Area and Central Valley. “I’m always surprised (when) a few clients tell me 'I just graduated from college.’ I think, ‘Wow, how did that happen?’”

Policy changes stoke uncertainty for asylum seekers

Asylum seeking is one of the least-protected immigration statuses in the U.S. Asylum seekers, who’ve fled their home countries fearing persecution and are asking the U.S. for protection, differ from refugees, whose status is granted before they enter the country. Asylum seekers apply upon arriving in the U.S.

Applicants can stay as their cases remain pending for years, though experts say the Trump administration is expediting deportations for numerous asylum seekers and ending cases before they can receive a full hearing.

As of February 2026, a little over 2.3 million immigrants are awaiting asylum hearings nationwide, according to Syracuse University’s Transactional Records Access Clearinghouse, which tracks federal activity. The most recent data shows California alone had about 169,000 pending asylum cases in its immigration courts by the end of 2023 — the second-largest backlog of any state. The average wait for an asylum hearing in California was 1,412 days at that time.

The Trump administration paused asylum cases in November, creating even further delays. The administration has now allowed cases to resume for applicants from all but 40 countries. In the San Francisco immigration court system, which is popular among asylum seekers due to higher acceptance rates, a combination of firings by the Trump administration, retirements and relocations whittled the 21 immigration judges to two, according to reporting in Mission Local. Left behind is a caseload of nearly 119,000 immigration cases, the highest of any immigration court in California.

President Trump’s “Big Beautiful Bill” also established new fees for asylum seekers, placing additional pressure on an already low-income population. Applicants must now pay an initial $100 application fee plus $100 per year while their case is pending, $550 for a work permit, and $745 each year to renew the permit. In addition, a new rule proposed by the Department of Homeland Security would effectively end the ability of asylum seekers to obtain work permits at all.

Royce Hall on the UCLA campus

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As they await a decision, asylum seekers are excluded from federal aid and some state financial aid programs, including Cal Grants under California law.

For one asylum seeker, Carol, being ineligible for financial aid meant she had to take time off from school to work to make ends meet. CalMatters is not using her full name because she fears speaking publicly may jeopardize her asylum case.

Carol did speak before the Assembly Higher Education Committee in 2023 urging lawmakers to pass AB 888, which would have expanded Cal Grant eligibility to certain asylum seekers. The bill ultimately did not pass.

She said she arrived in the United States at 17 and had spent more than six years waiting for her case to move through immigration courts, a period during which she said she was ineligible for financial aid.

“I’ve had to delay my educational journey several times, including going part-time and even taking a semester off from school to work,” Carol told lawmakers.

Without access to aid, she said she experienced homelessness, couch surfing and at one point slept on a mattress topper on a hardwood floor because she could not afford a bed. She worked multiple jobs at a time, skipped meals and attended class without the required course materials.

Her story, she said, was not new. Carol told the committee that four years earlier her brother had testified with a nearly identical experience on behalf of a previous bill that was ultimately vetoed, a cycle she argued could have been prevented.

“Had California taken action then, I wouldn’t have had to face the harrowing experiences that I shared with you today,” she said.

Despite the barriers, Carol graduated from Cal State Long Beach and worked as a caseworker with the International Rescue Committee, helping resettle refugees and asylum seekers. She told lawmakers she hopes to pursue a law degree and become an international human rights attorney.

The narrow path to college aid for asylum-seeking students

Many asylum seekers arrive eager to continue studies they began abroad, but quickly run into what Cline calls “a brick wall."

“All of our clients are low-income … they’re almost never eligible for generalized financial aid,” he said. “When you take away the financial aid aspect, it makes (college) pretty inaccessible.”

For California residents, annual undergraduate tuition is $15,588 at the University of California, $6,838 at the California State University and about $1,380 for 30 units at a community college. Students classified as non-residents — including some asylum seekers before establishing residency — can pay $54,858 at a University of California, about $20,968 at a Cal State before campus-based fees, and roughly $10,140 to $13,560 for 30 units at a community college, depending on the district. These figures do not include campus-based fees, housing or living expenses.

Even when students do manage to establish residency, the cost is still steep. For the many asylum seekers who arrive in the United States as adults, they may not have attended a California school previously, barring them from qualifying for state financial aid.

AB 540, the 2001 law that exempts undocumented students from paying non-resident tuition, only applies if the student attended a California high school or community college for three years.

Those who qualify through AB 540 can fill out the California Dream Act Application for state financial aid, such as Cal Grants, university system-specific grants, state loans, and the state’s middle class scholarship.

The application process can still be confusing for asylum seekers whose status is not fully accounted for in the design of the application. For example, asylum seekers often have Social Security numbers for work authorization, but affirming so while answering the financial aid pre-screening questions leads to undetermined eligibility because the questions don’t take into account the nuances of applying as an asylum seeker.

Stickers and flyers on a table in the Undocumented Community Center at the College of San Mateo in San Mateo, on Nov. 28, 2023. At this center, undocumented students can access financial and legal aid as well as guidance in navigating grant applications.

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Asylum seekers often require extra help from financial aid counselors, but even counselors may not know how to help navigate eligibility rules. Students often wind up seeking help from undocumented student resource centers on public campuses, which are designed to help students who lack legal residency and those from mixed-status families find aid and academic support.

Kaveena Singh, the director of immigration legal services at the East Bay Sanctuary Covenant, which provides legal services to low-income immigrants, noted that she herself has written letters to financial aid offices to help explain the in-between nature of the few asylum-seeking students she has served.

As an asylum-seeking student in his mid-20s, L. ended up qualifying for state financial aid through AB 540. However, he misunderstood for six years exactly what aid he qualified for. L. wished to withhold his name and the names of the institutions he’s attended for fear of negative impacts on his pending asylum case.

Initially, community college didn’t cost him anything — but when he transferred to a large four-year university, the cost of college soared. He went to his university's financial aid office for help so often that all the staff there knew his name. It was a "big relief” when he was finally able to successfully fill out the California Dream Act Application, and obtain financial aid for his summer and fall quarters.

L.'s asylum case has been pending for nine years. He, his dad, mom and younger brother arrived in the United States in the winter of 2016, claiming asylum under fear of political retribution. His father organized political assemblies in China, and his mother was forced to have an abortion under the one-child policy.

“I just wish I could go home and visit family and friends and catch up for a good few weeks in the summer here and there to reconnect with my past,” L. said. “It's like there's two separate lives, like two entities being artificially cut.”

L. worked throughout high school and college, and worried about affording school.

Most days, the combination of family trauma and the limbo of waiting for his case means L. survives through “constant compartmentalization.”

In the meantime, he tries to carry on — he studies politics, and is interested in international relations and human rights.

"As rough as all that's happened, the silver lining is that one day hopefully I get a passport and a green card," L. said. "To help other people avoid such a hassle will be just as fulfilling for me."

Previous legislative efforts have failed

Legislative bills to extend state financial aid eligibility to asylum-seeking students have been introduced at least twice in recent years but have failed.

One attempt came in 2019, when Sen. Ben Allen, a Democrat from El Segundo, introduced SB 296, a bill that would have extended Cal Grant eligibility to students with pending asylum applications. The measure passed the Legislature with some bipartisan support, but was vetoed by Gov. Gavin Newsom, who said that it would "impose costs on the General Fund that must be weighed in the annual budget process."

“That was frustrating, but I understood it,” Allen told CalMatters. “The real issue is that we don’t have good data. Our schools don’t track asylum seekers, so we can’t easily calculate the cost.”

UC data on asylum-seeking students is protected due to privacy policies, according to Stett Holbrook, a UC spokesperson. The Cal State system reports it has less than 500 students with "asylum status," which includes both those who have an asylum granted and asylum seekers, according to Cal State spokesperson Amy Bentley-Smith. The numbers are self-reported during the admissions process.

In spring 2025, 13,507 students self-identified as “refugee/asylee” across the California Community Colleges — up from 11,537 the prior semester — per the CCC DataMart. The data does not include a category for just asylum seekers. Students can self-identify their immigration status while applying, but asylum seekers are not specifically tracked, according to the college system’s spokesperson Melissa Villarin.

Four years after SB 296 failed, Democrat Sabrina Cervantes — then representing Riverside in the Assembly and now as a state senator — revived the proposal through AB 888, introduced in 2023. Like Allen’s earlier bill, AB 888 sought to make Cal Grants accessible to students with pending asylum applications by creating a direct eligibility pathway outside the AB 540 residency requirements. The bill passed the Assembly unanimously but was held in the Senate Appropriations Committee last September, effectively ending its chances for the year.

Cervantes declined an interview with CalMatters. “My Assembly Bill 888 would have created a new pathway for pending asylum seekers in California to apply for Cal Grant financial aid in pursuit of their higher education,” Cervantes wrote in a statement.

Newsom’s office declined to say whether he would support a future version of the proposal, pointing instead to his brief 2019 veto message.

“There’s nervousness around anything that involves new expenses," Allen said. “... We’re going to have to spend some time seeing what information we can get with regards to better data to get better estimated costs. I think that will help to better inform the conversation."

Andrea Baltodano and Chrissa Olson are contributors with the College Journalism Network, a collaboration between CalMatters and student journalists from across California. CalMatters higher education coverage is supported by a grant from the College Futures Foundation.

This article was originally published on CalMatters and was republished under the Creative Commons Attribution-NonCommercial-NoDerivatives license.