Online education provider Open Colleges is shaking up its advertising with a new brand platform focusing on inspiring mature age students.
The two minute long content piece, from Bohemia and YOLO, features Monique - a mum of four who is graduating from her course. In the clip her friends and families throw her a surprise party to show how proud they are of her.
It aims to inspire other potential students and encourage people to 'Find Their Awesome'.
Open College head of brand Nick Coulman says the campaign was created to build 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.
"We wanted someone who embodied the traits that we see in lots of our students – busy, determined, dedicated and ready for a new career.”
Coulman explains that Monique found the inspiration she needed to start working towards her career goals when she first saw Open Colleges’ TV campaign from 2013, featuring a mum’s graduation ceremony in her backyard.
Now Monique is the one who will become a source of inspiration for so many other students looking to better their lives, change careers or follow their study goals.
“The impact education has is clear. 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," Coulman adds.