BC Government

Upgrade BC

Video & Animation


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.

Portfolio View

Full Scope

  • Concept development
  • Campaign Identity
  • Video production
  • Digital Paid Media consulting 
  • Campaign website