Dalhousie Computer Science Recruitment
Dalhousie Computer Science was looking to increase their student applicants and particularly their applicants who identify as women. The budget wasn't large and they wanted to do a pure digital and social media campaign. The kicker is that they didn't want it to lean too far towards women, despite wanting that demographic. Creating a few concepts, we decided to do the opposite of what the client wanted. We leaned hard into an empowering women message. Of course we had a back up as well, but we believed if you wanted women in your program you need them to feel like they're being talked to as an equal, empowered, and supported.
The client was very happy. Someone in the room even said, if there are people out there who do not like this campaign, I don't want them to even apply to our school.
