The University of Phoenix is targeting working moms in a new campaign that includes a specially commissioned children's book about a "mother dragon" who learns to spread her wings.
The work, by 180LA, includes a spot, seen here, featuring a young boy reading the original book, "The Dragon Who Learned to Fly." The words intertwine with images of his mother, a supermarket worker, juggling her responsibilities. Then, when she sees a billboard for the University, she's inspired to go back to school.
Peter Thwaites directed the ad, via The Corner Shop. The book itself was self-published by the University of Phoenix and can be downloaded here. 180LA Art Director Elizabeth Lay and Copywriter Jim Goodrich were co-authors.
The campaign aims to encourage parents to check out the University's offer, which includes short courses, an online classroom and mobile support for working adults.
“The production and distribution of the children’s book referenced in the campaign transcends traditional media. Through a child’s eyes, we see just how heroic our students really are,” says Joan Blackwood, CMO at the University of Phoenix. “It’s our hope that the story inspires working adults everywhere and helps them imagine all that they’re capable of.”