BTEC - changing perceptions
BTEC is a world-leading vocational qualification, chosen by hundreds of thousands of students each year to help them get into higher education or put them on the path to a career (I can vouch for it!).
Learning company Pearson needed a campaign that would trigger reappraisal among students and their parents towards BTEC.
BTEC was turned into a badge of success and a roster of BTEC ‘ambassadors’ helped to promote the ‘I choose BTEC’ message. But these weren’t the usual ‘guns for hire.’ Successful students, teachers and business leaders, who each had a genuine and personal experience of the benefits of BTEC were selected. Peter Jones fronted the campaign and it was rolled out nationally, across a media mix that included bus interiors and exteriors, on-campus 6-sheets, social media platforms, video and programmatic ads.
A national campaign
Fittingly, for a photoshoot that started in Leeds and ended in Exeter, these posters appeared all across the country, celebrating BTEC ambassadors.
So what did I do?
Along with award-winning photographer and his team, we travelled up, down and across the UK, meeting the ambassadors and turning my scamps into gorgeous portraits and our scripts into warm, engaging short films.