In South Africa, the road to tertiary education is paved with challenges. Limited access, financial barriers and life's daily responsibilities make it difficult for many to pursue on-campus studies, says Richfield.

Recognising this, Richfield has championed online learning as the solution that unlocks access for those determined to advance their education on their own terms. Richfield, in partnership with So Interactive, developed a campaign that not only highlights the benefits of online learning but also resonates with the lived experiences of real students, says the institute.

"Online learning is an essential driver of educational access and social progress," says Clea Dias, Group Marketing Director at Richfield's holding company, Growth Ten. "It removes the limitations of geography, time and personal circumstance, giving students the freedom to build their future on their own terms."

A Message That Reflects Real Life

Richfield says that So Interactive immersed itself in Richfield's student community by drawing insight from a nationwide bursary competition that invited entrants to share their stories of overcoming obstacles to pursue higher education. 

The submissions gave So Interactive's team a foundation of real-world narratives to work from, which revealed a common theme: the path to education is rarely linear. So Interactive has translated this insight into a clear strategic positioning that frames Richfield's online learning as a solution built for real life, with all its twists, turns and detours, says the institute.

"Our process is designed to go deeper than just messaging or design," says Darren Mansour, Director at So Interactive. "We focus on building insight-driven platforms that connect brands to people in meaningful ways. By listening to real student experiences, we uncovered a simple but powerful truth: life isn't a straight line, and neither is learning."

This insight became the foundation of the campaign, which was brought to life through a combination of strategic thinking, human-centred storytelling and bold execution, adds Richfield. 

Creativity That Connects

According to the institute, the visual identity of the campaign is driven by linear design elements that bring the message to life. This creative is rolled out across high-impact, Out-of-Home media in commuter zones and urban centres, along with a targeted digital campaign and online landing page. 

Richfield concludes that the social media campaign launched across Facebook, Instagram, TikTok and LinkedIn with messaging tailored to different life stages, speaking to gap-year students exploring their next move, mid-career professionals looking to upskill and parents balancing study with family life.

For more information, visit www.richfield.ac.za. You can also follow Richfield on Facebook, LinkedIn, X, or on Instagram.

*Image courtesy of contributor