Encouraging tradies to upskill
Vocational Education & Training
30 second television
Charles Darwin University (CDU) is a dual sector university which offers undergraduate and postgraduate degrees and Vocational Education and Training (VET) primarily focused on trades and industry training.
Extensive research undertaken by Leap Agency for CDU had highlighted very different personality profiles between those who choose to take on a higher education degree and those who seek a more practical trade-based VET qualification.
A significant key insight identified VET students were committed to living in the Northern Territory. They believed they were also there to help build their community and make the Territory environment a better place for themselves and their families. These are proud people, honest and down-to-earth, providing valuable services to keep the Territory going. They do not feel they are ‘less than’ anyone else, especially compared to those who choose to take on a degree. VET students believe their talent is in seeing things differently.
We were tasked with bringing this insight to life with a brand rejuvenation campaign that went well beyond the usual clichés of hard hats and hi-vis vests.
The focus of our creative direction was twofold. Firstly, it was designed to elevate the stature of vocational education and training within the University and the broader community by demonstrating the breadth of future-focused courses available. Secondly, the creative idea expresses an insight around the unique qualities and attributes of those who work in these vocations – ‘Some people see things others don’t’.
It was important to invite the target audience to engage and own the idea of ‘seeing things others don’t’ for themselves. Accordingly, each piece of communication expresses the creative idea in a unique way. In the series of three television executions, rainwater morphs from one trade to another over the Territory landscape, while the press images display faces made up of professional tools and implements on red soil reflecting the VET trades on offer. The concept was pushed even further on radio and expressed even more dramatically on the side of the VET school Utes with mechanical animals pouncing forward down the sides of each vehicle.
The campaign helped to re-position VET as a highly-desirable option for young people considering their career options in the Northern Territory. Strongly embraced by the entire CDU VET community, its use of appropriate themes, sophisticated techniques and respectful tone all combined to help instil a sense of pride in those involved in that sector of the university. At the request of both staff and students, later executions were developed to bring the campaign right down to ‘ground level’ in the organisation and included utes and mobile classroom trucks to take the message to workplaces and students in remote locations.
The campaign was awarded Silver for Innovation in Brand Renovation/Re-branding and Gold for Innovation in Brand Development at the 2018 Stevie Awards (Asia Pacific).
Digital airport carousel
30 second radio