Calgary, Alberta’s SAIT Polytechnic is using the elderly to recruit the young in its new student recruitment campaign.
The humorous “Further Your Passion” campaign features people in their 90s who have continued working into old age because they have a passion for what they do. In fact, one print ad shows a white-haired lady working on a massive computer server, while a radio spot features two elderly sounding ladies discussing the hot new 78-year-old software developer, saying “I just love those silver-haired young ’uns.” The tag line says, “Get a career you’ll never want to leave. Further your passion.”
The campaign creator said his agency chose elderly spokespersons to stand out from other colleges and universities.
SAIT marketing director Viola Medigs said on-campus research showed that unlike university students, who often don’t have defined career goals when they enter first year, students who attend SAIT have clear career goals and a passion for their choice. “The campaign is a very fun and dynamic way to showcase that, and it tested well on our 18-25 demographic focus groups, who just loved it.” (SB)
