Open Colleges asks ‘What’s your calling?’ in newly launched campaign via Bohemia

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Screen Shot 2017-12-18 at 6.52.11 am.jpgThis month, media agency Bohemia launches ‘What’s your Calling?’ in creative partnership with Australia’s leading online educator Open Colleges. The new campaign marks the official re-brand of the new School of Health in Perth and Adelaide.

Through a series of testimonials, appearing in digital, social media and out of home formats, the new campaign shines a light on why people enter the healthcare, aged care and disability industries using real-life case studies to share emotive stories of what attracted them to a career in these industries and to encourage others to find their purpose.

Says Alexis Watt, CEO, Open Colleges School of Health: “In conversation with our students, we repeatedly discovered that they were attracted to these industries through either a personal experience or an intrinsic desire to care for others. With a myriad of powerful stories at our fingertips, we decided to pose the question – What’s your calling?”

The new campaign focuses on the reasons why people enter the healthcare, aged care and disability industries – finding a career with purpose where they can help others. These students are not just looking for a job, rather they are following their calling.

Says Watt: “We believe this approach to the campaign supported by the images of real-life School of Health students finding their true calling and following their passion, will help inspire those interested in a career in caring.

“Human interest stories can be such a powerful tool in storytelling. We wanted to use environments that allowed us to not just share students’ emotive journey to studying healthcare, but left viewers with a lingering after thought of, what’s my calling?”

Says Chris Christofi, head of strategy, Bohemia: “This campaign reflects Open Colleges desire to do more than just sell courses but to inspire people to pursue their passions or as we like to think of it “find their awesome.”

The What’s your calling campaign commenced in Adelaide and Perth.

Media Planning: Mark Echo, Alex Connell, Josh Harrison, Bohemia Group

Creative and Design: Leanne Serra and Benjie Wales, Open Colleges

Branding and Marketing Strategy: Nick Coulman, Open Colleges

Social Media Strategy: Lauren Tasker, Open Colleges