The M&C Saatchi-owned media agency Bohemia launches What’s your Calling in creative partnership with Australia’s leading online educator Open Colleges. The new campaign marks the official re-brand of the new School of Health in Perth and Adelaide.
Through a series of testimonials, appearing in digital, social media and out of home formats, the new campaign shines a light on why people enter the healthcare, aged care and disability industries using real-life case studies to share emotive stories of what attracted them to a career in these industries and to encourage others to find their purpose.
Open Colleges School of Health CEO Alexis Watt said, “In conversation with our students, we repeatedly discovered that they were attracted to these industries through either a personal experience or an intrinsic desire to care for others. With a myriad of powerful stories at our fingertips, we decided to pose the question – What’s your calling?”
The new campaign focuses on the reasons why people enter the healthcare, aged care and disability industries – finding a career with purpose where they can help others. These students are not just looking for a job, rather they are following their calling.
“We believe this approach to the campaign supported by the images of real-life School of Health students finding their true calling and following their passion, will help inspire those interested in a career in caring,” Watt said.
“Human interest stories can be such a powerful tool in storytelling. We wanted to use environments that allowed us to not just share students’ emotive journey to studying healthcare, but left viewers with a lingering after thought of, what’s my calling?”
Bohemia’s head of strategy Chris Christofi, said, “This campaign reflects Open Colleges desire to do more than just sell courses but to inspire people to pursue their passions or as we like to think of it “find their awesome”.