BC Government

Upgrade BC

Video & Animation
Increasing enrollment in Adult Basic Education. Learn more about the project

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.

Impact

9 million video impressions
4.8 million completed video views
49 million social impressions