ZHAW relies on creative social media campaign by Andy Was Right

The Zurich University of Applied Sciences (ZHAW), one of Switzerland's leading universities, has partnered with creative content agency Andy Was Right to promote its Master's in Social Work program. Known for its strong connection between teaching and research, the Master's program offers students the opportunity to specialize in areas such as childhood, youth and family, delinquency and crime prevention, diversity and social inclusion, as well as social management.

With the fall semester of 2024 in mind, the program was expanded in content. ZHAW seized this opportunity to update the communication campaign for the Master's program, which was last conducted in 2020, and refocus the program's visibility. The comprehensive communication strategy by Andy Was Right included not only the revision of the communication concept but also the design, execution, placement, and measurement of a social media campaign. Particular attention was paid to the long-term reusability of the campaign's content.

The goal of the campaign was to raise awareness of the Master's program. The target audience included current and former Bachelor students from ZHAW as well as Bachelor students from other universities of applied sciences. Through the creative social media campaign, running from early December 2024 to mid-January 2025 on Facebook, Instagram, LinkedIn, TikTok, and YouTube, the campaign aimed to encourage prospective students to sign up for information events and ultimately enroll in the Master's program.

The campaign, under the slogan "Zmitzt im Läbe" ("Right in the middle of life"), highlighted the transformative potential of social work and demonstrated how graduates of the program can actively shape society. Special emphasis was placed on the program’s flexibility and the balance between study and family life. Additionally, the innovative focus on complex casework, which makes this Master's program unique in Switzerland, was highlighted.

The creative execution of the campaign, with a mix of colorful, joyful, and people-centered content—both in still images and videos—brought the human dimension of social work to the forefront. Elite communication was deliberately avoided.

ZHAW expressed enthusiasm about the assets and high production quality of the campaign, which delivered positive results across all platforms: awareness was significantly increased, and traffic to the Master's program website was boosted. Together with Andy Was Right, the Master's in Social Work was successfully positioned as a forward-thinking educational path.

The Zurich University of Applied Sciences (ZHAW), one of Switzerland's leading universities, has partnered with creative content agency Andy Was Right to promote its Master's in Social Work program. Known for its strong connection between teaching and research, the Master's program offers students the opportunity to specialize in areas such as childhood, youth and family, delinquency and crime prevention, diversity and social inclusion, as well as social management.

With the fall semester of 2024 in mind, the program was expanded in content. ZHAW seized this opportunity to update the communication campaign for the Master's program, which was last conducted in 2020, and refocus the program's visibility. The comprehensive communication strategy by Andy Was Right included not only the revision of the communication concept but also the design, execution, placement, and measurement of a social media campaign. Particular attention was paid to the long-term reusability of the campaign's content.

The goal of the campaign was to raise awareness of the Master's program. The target audience included current and former Bachelor students from ZHAW as well as Bachelor students from other universities of applied sciences. Through the creative social media campaign, running from early December 2024 to mid-January 2025 on Facebook, Instagram, LinkedIn, TikTok, and YouTube, the campaign aimed to encourage prospective students to sign up for information events and ultimately enroll in the Master's program.

The campaign, under the slogan "Zmitzt im Läbe" ("Right in the middle of life"), highlighted the transformative potential of social work and demonstrated how graduates of the program can actively shape society. Special emphasis was placed on the program’s flexibility and the balance between study and family life. Additionally, the innovative focus on complex casework, which makes this Master's program unique in Switzerland, was highlighted.

The creative execution of the campaign, with a mix of colorful, joyful, and people-centered content—both in still images and videos—brought the human dimension of social work to the forefront. Elite communication was deliberately avoided.

ZHAW expressed enthusiasm about the assets and high production quality of the campaign, which delivered positive results across all platforms: awareness was significantly increased, and traffic to the Master's program website was boosted. Together with Andy Was Right, the Master's in Social Work was successfully positioned as a forward-thinking educational path.