BC Government

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.