We worked with the Vega School, an educational brand of The Independent Institute of Education (The IIE), to assist them launch a new ad campaign, aimed at 2017 students. The campaign called for students to shape their future and to actively consider what role they can play in South African society, in a time governed by change.
The campaign came at year-end, when potential students are considering their choices for the upcoming year, and aims to show them how Vega can help them “Find Their Purpose” and create true value in society and, in turn, people’s lives.
The campaign, which ran online and on social media, shows a number of students talking about finding their purpose, through finding a career and passion that suits them, finding a place in the world, and playing a part in bettering it. In the video, they talk about shaping their future, finding new solutions to old problems and building a better tomorrow through 2020’s most sought-after skills - complex problem solving, critical thinking and creativity. These skills are among the most valued taught within Vega’s walls.
Carla Enslin, Co-founder of Vega explained further: “Vega believes that the only meaningful social, cultural and economic exchange is that which adds value to the lives of all people. The campaign (showcasing real Vega students) aims to inspire our youth and communicate how finding purpose, paired with creativity, passion, and the power of ideas, can truly reshape South Africa’s future.”
“We are experiencing a time of real change and uncertainty, but the new generation believes that they can take a stand and fight the good fight. The role that we can play in society is so much more than it was in the times of boomers and early millennials. An idea has never been as powerful as it is today, and we believe that the students of tomorrow really do have the power to change the world,” ended Lurie.
The campaign was developed by our friends over at Utopia.