insight
Instead of telling post-graduates about the details of the course and what they could expect to be doing once completing it, we suggested it needed to appeal to their sense of charity. We needed to find a way of telling our audience that the same charitable values that were embodied in the great humanitarians of our time, were also present in those who should enroll.
idea
We created a video that elevated Hebrew University’s ask. A wanted ad that got to the emotional reasons why those who work at charities want to do good. By shifting the message from what the Masters of Arts in Non-profit Management and Leadership is, to why the course exists, we were able to connect to potential students on an emotional level where all decisions are made.
the result
The video allowed Hebrew University to more than double its enrolment in year three of the course. This represented an almost 150% increase in sign-ups.