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Respect for the trades.
A refresh of a city-run campaign that fights the stereotypes around vocational schools.
Challenge
How do you convince teenagers and their parents that a vocational school is a good choice?
Before refreshing the "Respect for the Trades" campaign promoting Poznań's vocational and technical schools, we analysed what had come before. We wanted the new version to reflect current trends and genuinely encourage students and parents to choose these schools as the next step in education.
Idea
Professional confidence, told in a young voice.
Speaking to two very different audiences – primary school students and their parents – called for one balanced language: we combined professional confidence and financial stability with a light, youthful slang that also resonates with the older group. The result was approachable copy that pushes back against the negative stereotype of vocational schools.
Execution
Authenticity came from a photo shoot with 12 models representing different trades – in every frame, we captured young energy and the wide range of professions on offer. We matched the new formats to the existing communication, topping them up with fresh, eye-catching illustrations.
Some of the materials also featured at the Arena Zawodów event, which brings together students from different vocational schools – we created posters presenting individual trades for the occasion.
Project team
- Project manager
- Asia Majdak
- Photo shoot production
- Asia Majdak
- Photography
- Jakub Cugier / Sugar Studio
- MUA
- Agnieszka Olczyk
- Key visual
- Kacper Krysiak, Svitlana Ostapiuk, Adam Furmańczak
- Copywriting
- Agnieszka Mikołajczak, Mona Olkiewicz
- Graphics
- Kacper Krysiak, Svitlana Ostapiuk, Aleksandra Duk, Wojciech Cielas
- Motion design
- Krzysztof Magnuszewski
