There are few things more soul destroying than working a job you hate. Spending the majority of your waking hours injecting your energy into something you don’t enjoy can fill your life with negativity and stress. A popular solution to this problem is often a return to further study in an effort to get on a happier career path.
There is a widely held view that the decision to go back to further study is one that is made rationally, with advertising speaking to potential postgrad students citing statistics, percentages and salary growth projections to entice them in. The problem with that approach is that big life decisions are made emotionally and justified rationally.
Griffith College’s recent Postgraduate campaign provided us with the opportunity to create something stand out. The goal was to grow awareness of the Postgraduate offering and inspire people to choose Griffith College.
Where other colleges were speaking to the market about “growth” and “success” we took a much more emotional approach with our campaign: Learn, to love your career.
Our advertising speaks to potential students on an emotional level with deeper content available online to provide the rational justification to help them reach the “I can do this” moment.
We want to inspire anyone out there who is currently unhappy in their job, those that experience the Sunday night fear, that wake up on a Tuesday morning and think “shit, it’s second Monday” to go back to college and find their passion. Life’s too short to spend most of it doing something you hate.
A relatively small campaign in terms of media spend exploded due to the resonance of the message with articles and tweets online amassing well over 100,000 views based on a single 48-sheet, calling on people to Learn, To Love Their Career.