Algoma University was a new university and therefore it was not on the radar for graduating high school students. We were challenged with bringing awareness of Algoma to the high school students of the GTA and getting them to make Algoma one of their post secondary choices. We found that one of the biggest differentiating factors of Algoma is that it is in Sault Ste. Marie and so far away from the GTA. We found the insight that being that much farther away from your parents would be a huge benefit. We told students to put 681 km between them and  common controlling parental phrases.

Result: This campaign resulted in a 130% increase of applicants to Algoma. Due to the campaign’s success we ran a second version the following year.

Poster Design, Radio, Web Banners, Transit Ads 

Awards: 2011 CASSIE AWARD: BRONZE Not for Profit Category

Writer: Brooke Clark