Success stories of graduate mums form the centrepiece of a new brand campaign from online education provider Open Colleges.
The Find Your Awesome platform, developed by creative agency YOLO and media agency Bohemia, along with in-house staff, is aimed at demystifying the experience of studying online.
A centrepiece of the campaign is mum Monique, who used her online study as a route into becoming a teachers’ aide at a school for children with disabilities.
An online video features her family throwing her a surprise party to celebrate her graduation.
ADVERTISEMENT
https://www.youtube.com/watch?v=hqXAw4qQUjU
All of the case studies feature mothers who have used the qualification to get back into work while continuing to dedicate time to their families.
A second video features Monique delivering a testimonial on her experiences.
Other case studies feature fellow teachers’ aide Aimee…
… and digital manager and working mum Melinda…
https://www.youtube.com/watch?v=seo728dTTa4
… and veterinary nurse Laura…
https://www.youtube.com/watch?v=E-Ux4vjVYgU
Nick Coulman, Open Colleges’ head of brand said: “We wanted a new brand platform that builds an emotional connection with prospective students. We want to show them what’s it’s really like to study online with us, the ups and the downs, and how rewarding the outcome can be for students.
Once we decided on the idea of surprising and celebrating a student with a well-deserved graduation party, the next challenge was to find the perfect one.
“Monique’s story is a great example of how one person’s decision to start studying can have a huge transformative impact on not just themselves, but everyone around them.”
Credits:
- Creative Team at YOLO: Justine Metcalfe, Paul Fenton, Madeline Smith, Anna Short
- Client Services Director: Vicky Ross-Munro
- Director: Jane Manning
- Producers: Christina Wilmot and Warren Keuning
- Post Production: White Chocolate
- Sound: Andrew Stevenson at We Love Jam
- Client: Nick Coulman, Head of Brand Marketing, Open Colleges
- Additional Campaign Creative development: Open Colleges internal creative team (for all non TV advertisement executions): Leanne Serra and Benjie Wales
- Media: Chris Christofi, Head of Strategy, Bohemia