At this time of year, there are so many tertiary education colleges asking young people to ‘look at me’. Open Colleges asked YOLO to do something different. Its target is women 24-45.

“Open Colleges wanted to stand out, create noise and position the college as the most supportive, flexible and accessible provider in the online vocational education space in Australia,” YOLO explained.

For these women, enrolling in college is a complex decision and not a natural next step, a way to improve themselves to get “something better from life” after they’ve gone down another path. Many have kids, so although they have ambitions and personal goals, they tend to put family needs before their own.

Justine Metcalfe, creative partner at YOLO explained, “The creative was based on the insight that people give good advice to others, telling them all kinds of wise and inspiring things that help them work towards a better life. But when it comes to ourselves, we often don’t follow our own advice. So the idea of ‘Listen to Yourself’ was born.”

“We knew that to stand out we couldn’t just promote courses, we had to amplify the emotional benefit of joining Open Colleges. We wanted people to feel empowered and confident that they can improve their life through education. And with all the support and flexibility that Open Colleges can offer, now is the time to do it,” Matt Hill, head of brand and communications, Open Colleges, added.

The TVC was written to give women the confidence to enrol using the same kinds of encouragement they’d give to those around them. YOLO also developed YouTube and social content that took potential students through every barrier of the sign-up process.

Creative credits:

Creative agency: YOLO

Creative partner: Justine Metcalfe