Multi-channel brand campaign for the professional body for IT
The Challenge
BCS, the professional body for IT within the UK and ASIA. The senior leadership flagged a substantial drop in membership in 2022. To counteract this I suggested a new approach, we run the first ever brand campaign for the organisation. The goal was to reach new markets, especially the younger audience to entice them into a technology career. For this to happen, it was vital to focus mainly online and on social media.
Art Direction
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UI / UX
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Strategy
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Illustration
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Discovery
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Copywriting
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Collateral
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Social media
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Advertising
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Landing page
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Email Campaign
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Video & Animation
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Art Direction 〰️ UI / UX 〰️ Strategy 〰️ Illustration 〰️ Discovery 〰️ Copywriting 〰️ Collateral 〰️ Social media 〰️ Advertising 〰️ Landing page 〰️ Email Campaign 〰️ Video & Animation 〰️
The Solution
Making IT good for society. The IT sector has taken a knock from bad PR. The goal was to change the public perception of IT, regain trust and inspire young people to enter an IT career. In the long run, creating a larger pool of professionals to sell BCS membership to.
The campaign
You’re more than an IT professional, you’re an inspirer, fun maker or even a life saver. All IT and technology roles in the workforce do incredible things and we wanted to show real stories from real people.
Campaign objectives
Increase brand views
Change public perception
People focussed
Strong and emotive content
Short form content
The design development
After presenting 3 concepts, we landed on the idea of a halo. Representing someone to look up to, a teacher or a supporter. Executed by coving the whole person because we didn’t want this to come across as a religious campaign.
The “Characteristics” in the background represent the outcome of the work they do. For example, Josh inspires young people to get into coding by running a code club for young people in underprivileged areas.
The glitch represents the transition from learning to exceeding in a role. Making a difference, making an impact on society.
Corporate branding doesn’t appeal to the young generation, I took inspiration from what inspires them. Nike or Adidas adverts, fast past transitions and outlined text. Capture the attention and inspire them.
You’re more than an IT professional, you can make a positive change.
Results
500,000+
Professionals reached on social media.
30,000
Form submissions to get involved in the campaign.
7%
Click-through rate.
“Callum’s impact was incredible, BCS needed some results and his creative team delivered new and exciting ideas. Leading to a pipeline of excited young people wanting to make an impact in the IT sector. ”
Carl Harris, Brand Director - BCS