Avans University of Applied Sciences
Helping young people choose technology
The demand for technical talent is growing, yet the number of young people who actually choose a technical programme continues to lag behind. Avans University of Applied Sciences didn’t just want to increase reach; it wanted to create movement in the decision-making process: from interest to enrolment.
Together with gr8 agency, we developed a powerful positioning for our technical academy, ATIx, and its programs. The storylines that emerged from this now form the foundation of our long-term external communications. We are very happy with the result and the depth of our collaboration.
Femke van Seeters, Strategic Advisor ATIx, Avans University of Applied Sciences
The behavioural question
Not: how do we generate more visibility?
But: what helps young people take the step from exploring to choosing?
Our approach
We immersed ourselves in the decision-making process of young people. Through conversations and behavioural insights, we discovered that drop-off rarely stems from a lack of information. More often, it’s caused by uncertainty, decision stress, and procrastination. Traditional information campaigns rarely remove those barriers.
That’s why we developed an approach that guides rather than persuades. We translated the positioning concept You x Tomorrow into activation: communication that creates recognition, makes choices manageable, and shows what technology means in concrete terms — now and in the future.
Communication became a guide in the decision-making journey.
This resulted in:
- campaign narratives aligned with different motivations and future aspirations
- films that make technology tangible through real people and real-life practice
- content and assets around open days that lower the threshold to action
What this set in motion
The role of communication shifted from informing to activating. Young people gained clearer guidance and a more concrete understanding of what to expect. The step towards action became smaller. And more achievable.
Sounds familiar?
Do you want to not only reach your audience, but help them choose and act?
Read how we work on Growth & Activation, or schedule an introduction to explore your challenge.
