This is a project for Award School, an advertising course run by the Communications Council, the Australian advertising industry body. It is a 12 week course run by key industry figures. The goal was to reach out to young people in much broader geographical areas than previously attempted and to make them aware of the course as an adjunct to their current studies.
The poster campaign for Award School specifically targeted students attending colleges in outer-lying, previously 'untapped' areas. Poster sites were used outside colleges, on college bus routes, etc. The main reason behind this strategy was the fact that the path into the advertising industry is largely driven by word of mouth and therefore restricted by who you know. This has created a cycle where agencies are often recruiting the same type of person again and again. These posters were aimed at students attending creatively-led courses that wouldn't normally consider advertising as a viable option for their creative pursuits. The posters were part of a much broader social campaign via Facebook.