Works / Campaigns
Ghana TVET Service
A campaign to reposition TVET from a fallback option to a credible path to skills, entrepreneurship, technology, and creative careers.
Brief Summary
The challenge was a deep cultural stigma around TVET, often associated with low-status jobs such as mechanics, electricians, and carpenters. The campaign reframed these skilled professionals as credible, successful people who build, fix, create, and keep everyday life moving.Strategic Approach
Insight: Young people are not looking for ways to manage life. They are looking for ways to make it. They aspire to success, status, independence, and a better lifestyle, and they pay attention to people who have achieved these things.
The strategic diagnosis was that the biggest barrier to TVET adoption sits in mindset, culture, and family perception. We therefore positioned TVET as the training behind many of the people who make life work, rather than something you turn to when other options fail.
Execution
I developed the campaign copy and key visual direction, creating artwork designed to scale across multiple touchpoints. My work included billboard concepts, branded floats and vans, social media assets, campaign mockups, and website visuals. The artwork below showcases the core creative direction developed for the campaign.
Impact
The campaign aimed to build greater respect for skilled professions, challenge outdated perceptions of TVET, and present vocational skills as a credible route to income, entrepreneurship, and personal success.
