One judge described the project with a word sure to make any marketing executive shudder: “brave”. But when the campaign emerged, Tom’s Journey was nothing short of a triumph.
Tom was filmed and interviewed on camera at regular intervals from his entry to the school aged 11 to his departure at 18, having achieved his goal of joining the Combined Cadet Force that he had set out all those years before.
The four-minute video not only moved and inspired parents at the school’s open day, but it also drove a big increase in the number of visits to the school’s website and Facebook page and “contributed to significant increases in numbers of prospective parent visits, and applications (and acceptances) for Year 7 and Year 12 entry”. A second version of the film, featuring three pupils, was launched in December 2016.
This award recognises “a powerful strategy to promote some aspect of the school to a wider community”. Tom’s Journey achieved this with style and eloquence.
The judges said this was “an inspirational, forward-looking and brave campaign which will resonate with parents of children at every stage in their school career.”