The promise of reclaiming your life
Source: Youtube
Relatable typography: The appearance of handwritten notes, like scribbles in a personal notebook, infuses the ad with a sense of familiarity. This enhances the ad’s relatability, making the message seem like a heartfelt expression from a student rather than an institution or marketing team.
Strikethroughs as reclaiming ownership of life story: This ad is part of a set I’ve termed the “strikethrough campaign.” Here, the act of crossing out “couldn’t” and replacing it with “could” serves as a visual metaphor for empowerment. It's as though the student is defiantly rewriting their own narrative, dismissing past self-doubt and embracing newfound confidence.
Bold messaging: Instead of sidestepping common fears about online education, this ad meets them head-on with bold, reassuring messaging: “I could get an online degree to further my career.” This transparency builds trust with the viewer, positioning Western Governors as an institution that truly understands its students' anxieties and aspirations.
Social proof: The portrayal of the working student will resonate with students who will consider how to juggle their full-time job alongside their studies if they decide to embark on an online degree. Her confident smile hints at the fulfillment derived from balancing work and education.