The Open University, in partnership with integrated marketing agency Rapp, has launched The Open Diaries, an online series of short documentaries. The films are intended to reach new audiences for the further education provider by showcasing the unique, honest and individual perspectives of the remarkable people that study and teach at the OU.
Each episode pairs two complementary stories to show how education is changing students’ lives, and the lives of those around them, for the better. Frank interviews expose the extraordinary journeys both students and tutors are undertaking, while self-shot snippets reveal the stresses and successes associated with undertaking an OU course. Along the way, the stories aim to debunk a number of the myths surrounding how to combine a part-time distance-learning qualification with a full-time job, raising a family and other commitments.
Ella Hall, marketing director at the Open University, said: “Our goal at the OU is to promote high-quality educational opportunities to all. We loved Rapp’s forward-thinking and open approach. The Open Diaries is a modern and relevant campaign that we are immensely proud of.”
Sam McDonald, digital marketing manager at the OU, added: “We have thousands of students from all walks of life, each with a rich and engaging story to tell. We’re pleased to have partnered with Rapp to find a new way to use these stories to change perceptions and broaden our reach.”
Al Mackie, chief creative officer at Rapp, said: “The team at Rapp collaborated with the OU team throughout the process to make sure each individual’s story was brought to life in an authentic and compelling way.”
The campaign will run across Facebook, Instagram and YouTube from mid-August to the end of October. Tom Kennedy was the creative lead on the project, Mark Henderson directed through The Outfit UK and Big Bouy provided post-production.