The Open University: Stories of Ambition
The Open University has reinforced its online learning credentials through an animated series featuring real students. Created by Havas CX helia, Stories of Ambition aims to capitalise on the increased interest in online learning amidst the COVID-19 pandemic.
We have unveiled a new marketing campaign for The Open University, showcasing its flexible, high-quality, distance learning credentials through the real stories of its students.
It aims to capitalise on the increased need for online learning options brought on by the COVID-19 pandemic, highlighting the OU’s more than 50-year heritage of pioneering innovative distance learning and how it has inspired and enabled millions of students to realise their ambitions through its courses. As other academic institutions quickly shifted to online learning, it also seeks to assuage concerns about the quality of such offerings – reassuring potential students that the OU has honed its own approach, methods and structures over many years.
Stories of Ambition, is an engaging series of animated stories from real students whose ambitions have been realised through the OU. It replaces the OU’s previous ‘Open Diaries’ series, which had been in-use since 2018, and forms part of its overarching brand campaign ‘Free Your Ambition’.
The first in the series tells the story of OU student Joe, who is fascinated by human behaviour and wants to be a clinical psychologist. Brought to life through animation by Buff Motion, he explains, in his own words, how the OU’s inherent flexibility has allowed him to study for a BSc in Psychology while also working for the NHS as he does so. There will be three future student executions.
The campaign, which runs online, on video on demand and paid social, as well as via the OU’s own channels, reflects the OU’s founding mission to enable people’s ambitions by making learning accessible to anyone, anywhere.