In 2013, our client Stellenbosch University embarked on a 5-year diversification strategy. The university has been long perceived as a white, afrikaans institution and the institution planned to increase the number of coloured, black and Indian students to 50% of enrolled students by 2018 as part of its transformation. Of the 27 823 students enrolled at the university in 2012, 18 602 or 66.9% were white and the remaining 9 221 of those enrolled comprised black, coloured and Indian students.
We created an above-the-line advertising campaign by discovering successful non-white alumni across a range of industries and celebrated them on large billboards and radio spots, showcasing their stories, encouraging potential applicants.
The university saw better than expected results when new recruits applied in 2013.
Ogilvy and Mather Cape Town Public Relations won a 2014 Gold Prism for their PR work. (http://www.ogilvy.co.za/2014/04/ogilvy-public-relations-south-africa-wins-lion-share-2014-prism-awards