Brief
Develop and implement a national awareness campaign to recruit high-calibre 1st year students to apply for a bursary, and to join the Allan Gray Fellowship Programme.
Solution
As the diverse target audience for this campaign were widespread in terms of socio- and demographics, the message and supporting artwork had to be bold, strong and easy to understand. In-line with the brand identity, colours are bright and “South African”, supported by a structured layout that successfully highlights the campaign’s messages. A combination of outdoor, direct and traditional media were used to reach the audience and a record number of applications was received (300% up from the previous year). |
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see also
Scholars Campaign '08 |
