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To combat the relentless marketing of for-profit universities, UCLA’s acclaimed Extension school was looking to exploit an edge the competition couldn’t match. By going inside the classroom, AVGA found it standing right in front of us, leading to an instructor-led campaign titled 1,000 Lessons.

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Insight

Realizing that UCLA’s advantage is the quality of real-world experience its instructors offer, we set out to explore this in a holistic fashion. Via intimate conversation, we asked instructors to reflect on the moments that inspired their careers, and how they use them to inspire their own students. This became the basis for an evocative TV, outdoor and digital campaign that targeted different course types, each leading to unique content pathways, or lessons, for students to explore.

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Results

Highest brand recall of any public education campaign in California.

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