Campaign transforms transit stop into a "don't
stop finding inspiration" community bookshelf
VICTORIA, Nov. 24, 2016 /CNW/ - Royal Roads University
(RRU) has launched a new campaign that encourages students to
become lifelong learners – a concept RRU strongly heralds as key to
life and career success, and one that is particularly relevant
given today's workplace realities. Focusing on the value of
learning how to learn, the "Don't Stop" campaign aims to inspire
everyone to keep moving forward in all aspects of their lives,
whether through a formal education, in the workplace, or even an
inspiring encounter.
"With today's quickly evolving career landscape, students need
to develop a mindset that allows them to adapt and change very
quickly – they need to become life-learners," said Catherine Riggins, Associate Vice President with
Victoria's Royal Roads University.
"Our new 'Don't Stop' campaign is rooted in RRU's strong desire to
equip today's students for a lifetime of learning – a lifetime
where they don't stop learning, succeeding, and contributing to the
world around them."
Working with Will Creative, RRU's four week "Don't Stop"
campaign makes clever use of print, digital, and out-of-home media
– including transforming a transit shelter in Vancouver into a community book share, showing
the ability to grow and inspire change in oneself can be as simple
as opening up a book. The signage explains: "Don't stop finding
inspiration. Take a book or leave a book. Or both." (Click here to
watch the inspiring video.)
Another execution at the Vancouver International Airport saw a "Don't
Stop" mural created with over 1,400 sticky notes. People were asked
to share the things that they hope to keep doing throughout their
lives – highlighting the importance of lifelong commitment to
personal, professional, and community growth. (Click here to watch
the mural video.)
To further the "Don't Stop" message, the stories of eight
accomplished alumni are featured throughout the campaign – these
are alumni who continue to better themselves and impact the world
in exceptional ways.
"Students are in need of fluid knowledge that can adapt and
change into the future, as they pursue multiple career paths
throughout their lives," said Lisa
Lebedovich, Creative Director at Will Creative. "This is
what Royal Roads offers, and what our campaign builds on:
encouraging people to continually question, discover, evolve and
explore, as they keep pushing forward in all areas of their
lives."
The "Don't Stop" campaign's message was underpinned by RRU's
Career Confidence Survey – a national poll of more than 1,000
employed Canadians (conducted by Ipsos). Notably, the survey
confirmed 87 per cent of Canadian agree that life-learning is
crucial to career success, further bolstering the campaign's
relevance.
Veritas provided PR support to the campaign, with Cossette Media
acting as the media buying agency.
"As an academic institution, we recognize that learning can come
from anywhere — such as a book found at a transit stop. The key is
learning how to be a life-learner…and then don't stop," said
Riggins. "We feel our experiential and collaborative approach to
education uniquely sets up students for a lifetime of success, no
matter what stage of life they are in. With the 'Don't Stop'
campaign, we're encouraging individuals to keep moving forward in
their career, and in life."
ABOUT WILL
Will is a creative agency that
focuses on the development and amplification of brands
through a strong strategic sense of purpose and emotional
connection. Launched in Oct 2014,
Will employs 17 full time staff in their Vancouver office, and works across most major
industries. Clients include: Nature's Path Foods, Royal Roads
University, lululemon, B.A. Robinson, HSBC Canada Sevens,
Canada Games
Council, Freestyle Canada, Hootsuite, BCLC, WCLC, Ivanhoe
Cambridge, Wilson School of Design at KPU, Thompson Rivers
University, Live Nation, BrandLive, Eminence, Onni and Trust
Hospitality.
ABOUT ROYAL ROADS UNIVERSITY
Royal Roads University is
like no other in Canada. The
campus is unparalleled: situated amidst old-growth forest on a
227-hectare ocean-side parkland, it has a 100-year-old castle as
its centerpiece. In contrast, the university's 21st-Century
programs are dedicated to providing first-class graduate education
to professionals, and to offering intensive undergraduate degree
completion programs in professional fields. For more information on
the University - including degrees, admissions, the campus,
research projects, news and our alumni, please
visit: www.royalroads.ca.
SOURCE Royal Roads University