Creative concept

🏆 Platinum winner of the 2022 Summit Marketing Effectiveness Award 🏆

Activism runs deep in social work – and in NYU Silver's history. So that was the place to start.

Social workers are unsung heroes. They put others first and stand up for what's right. That's what made this campaign special – the people at the centre of it.

I led this concept project: naming it, writing the messaging, and building out ads from this highly conceptual idea.

Results

Connecting deeply with our audience, the new creative blew their previous marketing out of the water.

Our CTR increased by 74% after the new creative launched, with 72 enrolments directly tracked from our ads.