Recruiting
campaign

Inspiring instructors for adult education centers

Recruiting
campaign

New instructors for
adult education centers in NRW

131 adult education centers (vhs) in North Rhine-Westphalia are continuously looking for people who wish to pass on their knowledge and skills as instructors. R211 was commissioned with the development of a joint recruiting campaign. The objective: to inspire people to lead courses and to provide the institutions with a centrally developed, individually adaptable media set. This allows the centers to target new instructors via various formats and channels without their own conceptual or design effort.

Passion becomes a calling

“Let it out” appeals to the passion dormant within everyone. Instead of focusing on formal qualifications, the headline encourages sharing one’s own knowledge and skills with others. Whether professional expertise, a hobby, or personal interest – the campaign idea works independently of the specific subject area. The focus is on self-realization through one’s own talents, inspiring others, and turning the role of instructor into a personal calling.

Services

R211 is A´ Design Award Winner 2023, Iron

Seal for quality standards in Corporate Design on a transparent background.

The core idea was translated into a cross-channel media set consisting of posting templates, large-scale billboards, city lights, brochure titles, various postcard motifs, and web headers. From the outset, the message, design, and application were developed as a coherent system. This provided the adult education centers with a selection of templates for digital channels, print media, and outdoor advertising. From postcards to large-scale displays, “Let it out” formed the common conceptual and visual framework.

The campaign was deployed throughout North Rhine-Westphalia. Each adult education center could access the centrally provided templates and personalize them with their own content for local use. This enabled the institutions to adapt the campaign materials to their local requirements, channels, and target groups without losing the recognition value of the joint campaign.

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