The Jakes Gerwel Fellowship is a not-for-profit organisation that nurtures expert teachers using mentorship and sponsoring their studies from university through to work placement.
Lockdown due to the pandemic has had an impact across all industries, but especially schools. This presented the Jakes Gerwel Fellowship with a particular challenge. Traditionally the non-profit targeted schools and educators in order to drive nominations and applications for their annual intake. Thanks to the lockdown, this campaign had to go completely digital and fast. An added layer of complexity was the privacy policies that protect school children in South Africa. The question we needed to answer was how to reach this audience without infringing on these policies.
Filtered Digital started by generating a strategy that would target this particular audience, as well as the influential adults in their lives such as educators and principals. The goal was to drive a message of “Education as a Career”, competing with the likes of medicine and accounting as study options. To that end, we put together a series of videos where Jakes Gerwel Ambassadors discussed why education is a powerful career and the impact that can be made when following this path.
To complement these videos and boost their overall performance, we created a series of social media posts promoting applications and nominations using powerful imagery. Finally, we sent out a series of beautiful-looking mailers to a database of over 4000 people using Mailchimp.
This campaign resulted in more than 7000 applications and nominations for both the undergraduate and postgraduate offerings. The videos were seen by 10 524 people, while the Facebook posts and ads had a reach of 25k.
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