The landscape is changing
Advertising / Design / Digital / Video
The landscape is changing
Advertising / Design / Digital / Video
Challenge
Following the introduction of new grading systems for GCSEs and A levels, including new topics and more emphasis on skills, AQA required an effective means of communicating these messages to teachers and those working in education. As one of the biggest grading reforms in a generation, it was essential AQA effectively communicate this change to their existing school customers, whilst also potentially attracting new schools.
Response
After developing a single overarching campaign concept for both audiences, using the central message, ‘The landscape is changing’, a wide range of channels were used to both alert schools to the changes and help them understand them. These included a landing page for the campaign, online and offline advertising, direct mail, emails and succinct animated films for both GCSE and A level audiences.
Preparing teachers to face enormous change
