The world is changing quickly, as are the skills required in tomorrow’s workplaces.
For more than 55 years, the British Columbia Institute of Technology (BCIT) has been delivering flexible, relevant, and future-proof education that prepares learners to provide applied solutions to industry challenges – across BC and around the world.
In October 2021, the Institute launched Hands-On, a brand campaign showcasing BCIT’s unique applied education model that enables students to receive hands-on training and real-world experience needed to embrace complexity in a rapidly changing workforce. The campaign features BCIT students and graduates learning and working in the field and on the floors, shops, offices, and labs of some of Canada’s leading employers.
“As a key driver of strategic workforce development in BC, BCIT plays an important role in delivering unique educational opportunities to learners and future leaders of the province. Hands-On inspires prospective students to take control of their education and future success through the hands-on learning, industry connections, and real-world experience they will find at BCIT,” says Lara Johnson, Vice President of Marketing and Communications at BCIT.
Expect to see testimonials from business leaders like Charles Brown, President and CEO of LifeLabs who attests in a high-impact digital ad that, “graduates from BCIT are confident, qualified, and quickly prove themselves to be valuable members of our team.”
New this year, BCIT has also partnered with Polytechnics Canada and 10 of its member institutions to undertake an extensive research study and national media campaign called Purpose, Applied. This consolidated effort will allow BCIT to strengthen and position the polytechnic brand category at a national scale and collectively re-affirm what it means to be a polytechnic.
Together, these campaigns show the commitment of BCIT to help students find their purpose through work-integrated learning and building a foundation for a dynamic career. Both Purpose, Applied and Hands-On come to life in TV, digital, print, radio, out-of-home, and owned channels now through winter 2022.