Upgrade BC

Summary

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.