ALX runs one of the largest tech and leadership training programmes on the continent. All Access is their recruitment offer – free, high-quality tech skilling for young Africans, funded in partnership with the Mastercard Foundation.
The category is noisy. Every online school, every bootcamp, every LinkedIn post promises to change the trajectory of a young African career. Our job was to write and make the campaign that actually got the click, in feeds where the person scrolling has seen a hundred versions of the pitch.
Challenge
The audience is 18 to 30, ambitious, digitally native, and immune to the standard transform your life recruitment tone. Most education creative talks at them – graduation gowns, corporate stock, aspirational abstractions. It does not land, because it does not sound like them.
We had two constraints in tension. The campaign had to feel bold enough to earn a scroll-stop in feeds full of high-production social content. But it also had to be honest – ALX All Access has real value on the table, and the creative had to make that value undeniable in three seconds.
The work
We built the campaign around a single instruction. Not a promise. Not a benefit statement. An instruction: Dare to be more.
Deliberately short. Deliberately direct. Deliberately not corporate. The line puts the responsibility on the viewer, which is exactly the tone the audience responds to.
Facebook and Instagram carousel ads – opening on portraiture of young Africans already in motion (working, building, running their thing), with the campaign wordmark and ALX logo doing the brand lift. Copy carousels then reveal Dare to be more with ALX All Access and land on Apply Now with the Mastercard Foundation partnership seal.
Instagram Story ads – vertical-first, five story-set variants that carry the same visual system into 9:16 with tighter pacing and thumb-stop first frames.
Motion cutdowns – Facebook video ads for the same system, briefed for platform (short, hooked in the first second, mute-resilient captions), not retrofitted from a hero film.
Bright ALX purple carried across every asset as the campaign’s ownable colour. The green Apply Now button reads even at feed-thumbnail scale.
In collaboration with Sensesix
Made in partnership with Sensesix, who lead the ALX creative account and the Mastercard Foundation partnership work. Sensesix owned the strategy and audience insight. Creature of Habit was the creative partner across the campaign concept, art direction, and the visual and motion system across static and video for feed and story.
If you are recruiting a generation that scrolls past everything, generic creative is not the deal. Talk to us about the campaign that earns the click.
