Box Hill Institute launches ‘transformative’ TV ad as Aussie border reopens

In Australia’s multi-billion dollar vocational and higher education sector, one TAFE’s unorthodox TV commercial is hitting our screens just as our international borders reopen and local industries cry out for qualified workers.

Box Hill Institute (BHI) in Melbourne’s east is taking a novel approach to meet the challenge, with its first TV commercial described by creators and test audiences as noisy, emotive and inspirational.

With Australia’s borders finally opening this week, the nation’s vital education sector will be marketing with renewed energy to prospective domestic and overseas students.

Employer demand for health, IT and trades related skills has skyrocketed across Australia and BHI has accelerated efforts to attract, educate and place qualified students in the emerging workforce.

Nine out of 10 students who sought a qualification with BHI in 2021 were employed or chose further study, according to the National Centre for Vocational Education Research.

BHI’s partnerships with DPR&Co as television commercial (TVC) producer, and SuperNova Media as campaign creator, combined to have the edgy ‘BECOME’ campaign screening from 20 February, ready for a student market that industry insiders have labelled unpredictable since the pandemic wrought havoc in 2020.

BHI Director of Student Experience, Jennifer Newport, said BHI is where ambitious Victorians are educated to become what they want to be and that the new TVC will give them that clear message in a buoyant jobs market.

“It has been personally gratifying to see the talent and creativity of DPR&Co, SuperNova Media and our own BHI teams collaborating to bring this campaign to life.” Ms Newport said.  “It has really struck a chord with test audiences and our teaching staff, who genuinely want to transform the lives of every student who walks through our doors.”

The campaign highlights several key study areas BHI delivers to ensure job-ready graduates are employed quickly, including courses in hospitality, healthcare, trades, music, biosecurity, and cybersecurity.

BHI Marketing Director Amy Whitehead said BHI conducted brand health and social listening research before the ‘BECOME’ concept crystalised.

“The wider campaign and TVC are about the hopes and dreams of achievement, but are also a pathway to transform and become something. ‘Become who you want to be at Box Hill Institute’ is the aspirational and empowering message of the campaign,” Ms Whitehead said.

“Victorians understand that our courses tangibly support them to ‘become’ a bio security or cyber security expert, a fashion designer, a tradie, or so many other career identities that we help them transform into.”

Richard Ralphsmith, DPR&Co Executive Creative Director and Co-founder said: “TAFE has a critical role to play in Victoria’s economic future, so it’s time to challenge the tropes around TAFE advertising.

“It’s a great credit to the BHI team that they were open to taking an out-of-category creative approach in bringing to life the Institute’s vision for its students.”

The TVC launched 20 February on free-to-air television and digital screens.

Media enquiries: James O’Loan james.oloan@boxhill.edu.au 0466 397 509