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Royal Roads University breaks Don't Stop campaign

Royal Roads University of Victoria has begun a new campaign called "Don't Stop." The initiative promotes the school's continuing education programs and is aimed primarily at adults seeking to upgrade their career skills.

Developed by Will Creative, the four-week campaign consists of print, digital and out-of-home advertising. The creative features the personal stories of eight alumni of the school and their accomplishments. One execution makes use of a Vancouver transit shelter redecorated to function as a book sharing installation. The creative includes the copy, "Don't stop finding inspiration. Take a book or leave a book. Or both." Another execution at the Vancouver International Airport consists of a mural formed of approximately 1,400 sticky notes. The creative invites consumers to share the things they hope to continue doing throughout their lives.

"With today's quickly evolving career landscape, students need to develop a mindset that allows them to adapt and change very quickly," said Catherine Riggins, associate vice-president of Royal Roads University. "They need to become life-learners. Our new campaign is rooted in RRU's strong desire to equip today's students for a lifetime of learning, a lifetime where they don't stop learning, succeeding and contributing to the world around them."

Public relations for the campaign are being conducted by Veritas, with media buying handled by Cossette Media.

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