71% of Charles Darwin University’s students are mature age. They face a set of barriers to study, like juggling family life, full-time work and the perception that they're too old. So we created a campaign that celebrated these student’s barriers as advantages to succeed.
The hero pieces were a series of heartwarming short films where CDU alumni received voice messages from their loved ones, proud of the obstacles they’d overcome.
We made three people cry – beautiful tears of joy – and earned a tradie a catchphrase.
TV, cinema, pre-roll
Radio
OOH
Made in collaboration with The Royals & The Hooligan Collective