Keeping sixth-form social
Girls Day School Trust
A national campaign to help sixth formers learn, without limits.
Project
summary
Art Direction
Film
Advertising
Digital
Social
Agency: Bandstand
CopyL Will Miles
Design: Ioana Bejenaru
Photographer: Mollie Rose
DOP: Kezia Quracoo
Grade: Envy
My role: Creative direction, concept, art direction & design
Brief
GDST (Girl’s Day School Trust) tasked us to help them attract new students to Sixth Form. And retain their high-school students.
Solution
To understand the real barriers we undertook group workshops and interviews with mixed, single-sex, grammar, comprehensive and private schools.
We learned the two things that the girls wanted most from Sixth Form or college, was to belong to a group of like-minded people and to be well-equipped for the world of work.
To help inspire prospective students our campaign revolved around real Sixth formers - their unique stories, opinions, their friendship groups, and their experiences of life at Sixth Form.
“One of a kind, part of the family,” celebrated each student’s individuality and showcased the lasting community support they receive throughout their education and beyond.
Impact
I was involved in the pitch and went on to lead the campaign's creative direction.
To avoid creative fatigue, and to apply any learnings, we launched 2 phases of the campaign at different times of the academic year. The campaign was executed across film, social, online, and OOH.
The GDST network saw an uplift in traffic and hype around their Sixth Form Open Days.
Social-first teasers linked through to each girl's story, housed on a campaign microsite.
Our thorough research and casting meant all our visuals captured genuine sisterhood between real GDST Sixth Former's
