With a new ad campaign, Robertson College is setting out to reinforce its commitment to helping students land substantial careers they will want to stick with long term.

The college, based out of Winnipeg with campuses in Calgary and Edmonton, is addressing the pressure many postsecondary students face upon graduating: There’s no time to waste when it comes to joining the workforce.

“People are feeling the pinch, many are looking for career shifts, but when they look to the post-secondary space, they’re met with a lot of noise,” says Jon Manning, creative director at Brandish, Robertson College’s longtime creative agency of record.

According to Manning, the college’s target audience wants clarity, brevity and a message that resonates with their situation. “That’s why this campaign works. It’s direct, it respects their time, and it still has fun with the format.”

Signage for the campaign will be displayed at bus stops, malls, airports and on billboards in the streets of Robertson’s home cities.

“By integrating contextual messaging into high-impact placements, we’re not just building awareness, we’re positioning Robertson as a challenger in the post-secondary space,” says Derek Elliott, partner and managing director at Brandish.

Thematically, the work calls back to last year, when the creative focused on Robertson students standing out from the crowd background. That campaign featured four spots that conveyed the dread of blending in with a pool of job applicants.

The private career-training institution offers diploma and certificate programs with focus in the fields of business, technology and health care.