Upgrade BC
Video & Animation
Increasing enrollment in Adult Basic Education.
When the BC government imposed tuition in 2015, enrollment numbers in Adult Basic Education (ABE) and English Language Learning programs plunged 35% over three years.
Upgrade BC aimed to drive enrollment by informing audiences that ABE was once again tuition-free, and providing a streamlined means of connecting with institutions that offered ABE programs.
Upgrade BC piqued the interest of British Columbians; in the first three months alone, the ad garnered 4.8 million completed video views.
After the previous government imposed tuition in 2015, enrollment numbers in Adult Basic Education (ABE) and English Language Learning programs plunged 35% over three years, representing a drop of 10,000 people. The current government restored these programs in 2017 and hired Point Blank to run a campaign to increase enrollment in Adult Basic Education at public post-secondary institutions and school districts throughout BC. “Upgrade BC” highlighted the primary benefits of adult education for the target audience and addressed key potential barriers to enrollment.
