At St Joseph’s College Prep, we believe ambition is more than striving for excellence- it’s about nurturing confidence, creativity, and resilience in every student. Our latest campaign reflects this vision by placing students at the heart of the creative process.
Why This Campaign?
We wanted to create a campaign that would truly reflect our Prep school, one that showcases how ambition starts young and flourishes through encouragement and opportunity. We know that parents today are looking for a school that excels academically and encourages individuality, creativity and a growth mindset. Our goal was to demonstrate how St Joseph’s Prep School provides an environment where children can explore their passions, develop resilience, and build the self-belief needed to thrive.
Involving Our Students
No one understands our school better than our students, so it was only natural to make them active participants in the campaign. When our creative agency, WHAT associates, arrived for the photoshoot, they were greeted by a group of eager yet slightly nervous 5- to 11-year-olds. Before picking up the cameras, they took the time to explain the purpose of the shoot, the vision behind the campaign and the style of photography that would bring the vision to life.
This was an imaginative experiment. We introduced the students to a variety of light-drawing tools – from LED juggling balls and light wands to handmade props like fairy lights wrapped around everyday objects like rulers. At first, we simply let them explore and play. As they saw their creations take shape on screen, their confidence grew. They were no longer just participants; they became light artists. Working in pairs, one child stood still while another used light to illustrate their personality and interests, silhouetting them against vibrant light-scapes. To maintain consistency with the wider ‘Ambition’ campaign, we also captured individual portraits in our established “Ambition’ photography style. The final compositions merged these elements, showcasing the unique spirit of our students and the school’s commitment to encouraging ambition.
Strategic Insight: Understanding Our Audience
This campaign was designed with a deep understanding of what modern parents seek in a school. We know that they value:
- A school that celebrates individuality and unique talents
- A well-rounded education that includes academics, sports, arts, and personal development
- A growth mindset that encourages children to embrace challenges
- A strong, inclusive community that nurtures belonging and self-belief
By aligning our campaign with these values, we ensured that our messaging resonated with current families and prospective parents looking for a school that champions ambition in all its forms.
The Impact
Through this campaign, we have told a story. A story of a school that sees ambition not as a competition but as a lifelong journey of growth and self-discovery.
Ambition, when nurtured from a young age, leads to:
- Increased confidence and resilience
- A willingness to take on challenges and set goals
- A passion for lifelong learning and creativity
- A strong sense of inclusion and belonging
This campaign has reinforced our belief that ambition should be encouraged in every child, in every classroom, every day. At St Joseph’s, we are proud to be a place where ambition thrives, where students don’t just learn but grow into confident, creative individuals ready to take on the world.
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