How we made Proftech education cool

Awards:

Gold /Youth Marketing

Agency Name: HyperNormal (post)creative agency

Client Company Name: Ministry of Education and Science of Ukraine

Contributing companies:

UAMASTER digital agency

Limelite

For years, professional education (Proftech) got a bad rap as a «dropout’s last resort.» However, proftech graduates are now a crucial resource for our economy, particularly in the third year of full-scale war.

To change perceptions of proftech education and boost 2024 applications, we launched a straightforward campaign featuring real proftech students—strong, confident, and independent. Their genuine stories resonated: by July 2024, the campaign drove 90% of traffic to the Proftech aggregator website. Conversions exceeded targets by 300%, and applicants increased by 12% compared to the previous year