Royal Roads University of Victoria has begun a new brand awareness campaign. This is the first campaign from the school since it adopted new branding in June. The effort, developed by Cossette Vancouver, will run until September. It includes out-of-home, national print and online advertising featuring the new tagline, "Life. Changing." One execution, a transit ad in Burrard Station in Vancouver, consisted of 5,000 branded pens embedded in a wall. Viewers were encouraged to take a pen, gradually revealing the tagline underneath. Transit shelter ads incorporate interactive elements such as a peephole to represent curiosity, a "do not push" button to represent wilfulness, and spinning panels to represent creativity. The print ads display various questions, the answers to which are revealed when readers fold the page in a certain way. "The interactivity of this campaign is geared towards awareness, talkability and word of mouth," said Cossette creative director Michael Milardo. "When you interact with something first hand, you're more likely to discuss it later. Taking this one step further, we also wanted that interactivity to demonstrate admirable personal traits, allowing you to exhibit these in the real world, just as RRU enables you to do."