CTE Enrollment Video Campaign

Challenge
The University of Hawai‘i Community Colleges needed to strengthen awareness and visibility for its Career and Technical Education (CTE) program, demonstrating how academic learning translates into practical workforce readiness. A key requirement was to challenge stereotypes by showcasing students in fields not typically associated with their gender, such as female students in auto mechanics, welding, and computer science, and male students in nursing and veterinary technology.

Approach
We designed a comprehensive campaign for the 2023–24 academic year that focused on showcasing the CTE program’s value through real student experiences, highlighting how UHCC equips learners with critical skills for Hawai‘i’s workforce while breaking down gender stereotypes in technical and vocational fields. We accomplished this by conducting discovery calls with each selected student prior to filming to understand how best to tell their unique story. The campaign relied on authentic voices and compelling visuals to connect with students and the broader community.

Execution
Across all seven UHCC campuses, we produced a series of student highlight videos that captured classrooms, labs, and hands-on learning environments. Each video featured student voiceovers sharing personal journeys, goals, and the impact of their education, with a focus on presenting nontraditional gender representation within specific programs. The videos showcased the breadth of UHCC programs, the power of student voices, and the institution’s commitment to preparing Hawai‘i’s next generation of leaders.

Results
Each one-minute video was adapted into 30-second TV commercial spots, which went on to win first place in the 2025 National Paragon Awards for storytelling in advertising for community colleges and vocational education.