The Open University: Your ambition. Our mission.

The Open University (OU), a university, launched a campaign in the UK to dispel myths and recruit students.

Campaign details

Agency: Havas CX heliaClient: The Open UniversityCampaign Name: Your ambition. Our mission.

A much-loved institution, the 'OU' is known for its unique distance learning approach.

For 50 years it has served its audience well, but many still misunderstood and underestimated it. Now it needed prospective students to see the university as the enabler for all people's educational pursuits.

Strategy

To appeal to a wider, diverse set of prospects, the OU shifted emphasis from what's holding people back to what's pushing them forward, by addressing the one thing that unites them all - an...

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