DPR&Co was briefed to deliver Box Hill Institute’s 2022 broadcast brand campaign. Research shows that in the TAFE category, brand perception accounts for 42% of overall consideration. Our key task then, was to create an emotional connection to generate awareness and consideration. BECOME needed to be framed as something unique to BHI – the promise of a high-quality educational experience and outcome. Another important consideration: TAFE courses are beginning to be considered as genuine alternatives to university courses, with many graduates reporting higher incomes and greater job satisfaction. DPR&Co responded with a highly engaging and emotive campaign that not only stands out from other TAFEs, but that also challenges the uni sector head on.