The current tagline for AUC is "Exceptional Education. Caring Culture." This is seen as: When a high-quality education meets a culture of support, great things happen. Discover a U.S.-modeled curriculum, close-knit classes, and a community that genuinely cares about your success at the American University of the Caribbean School of Medicine.
HELPFUL REFERENCE VIDEOS FOR INSPIRATION/TONE:
The American University of the Caribbean School of Medicine (AUC) is one of the most established international medical schools in the Caribbean. Located on the island of Sint Maarten, AUC is accredited by the Accreditation Commission on Colleges of Medicine and provides top-quality education as well as individualized attention and expert insight for each of its students to help them gain competitive placements in residency medical education programs. Uniquely, where most medical schools create a highly competitive environment for students, AUC fosters a more cooperative and community-driven culture, which is dedicated to supporting their students' education every step of the way.
It's the combination of that community-driven culture with its top-quality educational program that sets AUC apart. Usually one of those traits comes at the sacrifice of the other and it's finding a smart way to communicate that you can actually get both that is our challenge here. AUC wants video concepts that can elevate the dual messaging, and show that a supportive community environment and a rigid education uniquely coexist at AUC to help students succeed.
Critically, this concept project is not just about scripting a message: merely having voiceover that says AUC has a community-driven culture and a top-quality education is not enough. Your concept needs A) some sort of really clever approach to messaging that helps take it to the next level, and/or B) a smart, visually-dynamic approach to the video itself, whether that's about the way it presents a narrative, or a unique editing style, or motion graphics, points of view, split screens, interweaving voiceover, etc. Basically, how do we find a way to communicate these very different things in an interesting way?
Importantly, this is a dual message, but not a dueling message, so the two elements should come through as complementary, not contrasting. They're an interplay between them that creates some tension, but that tension comes from the fact that it's unusual that they're both true. Think about the classic tagline, "Tastes great. Less filling." That tagline worked because both statements weren't typically true about the same product, and you could extend that idea into interesting visuals and narratives. For this, think about what situations or visuals you might associate with each message, and how you might enable them to still feel distinct from one another. You should be careful to avoid anything that leans too hard on a comparison with other medical schools, as that's not really what we're looking for, although we don't want to completely rule it out if you've got a particularly thoughtful way to incorporate it.
It should also be noted that we're not actually looking for a new tagine here. The current AUC campaign tagline is Exceptional Education. Caring Culture, which obviously speaks to our goal already. Ultimately, your concept may extend to a wider range of video and still assets, so it might be worth thinking about what your concept looks like in a still image - but don't get hung up on that. This could be a good time to consider other videos or campaigns that you've seen for non-educational content, because that might balance a dual narrative too (e.g. athletic performance, automobiles, snacks), and could be repurposed here.
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
EXPOSURE: We expect content will be used on the platforms below.
TARGET AUDIENCE: Individuals who aspire to attend medical school, and have typically been rejected by U.S. institutions. These prospective students possess the knowledge, ability, passion, and determination to become medical doctors.
TONE/FEEL: The tone should be positive and uplifting, conveying to potential students that AUC offers a medical education that is second to none. Additionally, the tone should emphasize that the school and its community are dedicated to supporting students every step of the way. Other tonal issues to be addressed include the intimate learning environment, the global lens of the institution, and the beautiful island location.
In order to be considered, include the below materials in your submission.