Emotional messaging alone is rarely enough to confirm a decision as important as what degree course and career to enter. Our research found that even if the promise of fulfilment is enough to convince a young person, their teachers and family will have more rational enquiries.
If you get a degree in this subject, what sort of salary can you expect after graduating? What are the usual hours? Will it involve moving around the country? What are the avenues for career development?
We made sure that campaign content, both online and in print, gave clear and detailed answers to these more pragmatic questions, showing that each of the four professions comes with good pay, good prospects and sociable working hours.
Opening with an appeal to emotion and aspiration, and backing that up with rational selling points, made for a winning combination – and a successful campaign.