It’s never too late to learn

Driving awareness of Adult Learning courses at Coleg Gwent

Old person on a bike


College and university course applications amongst adult learners have declined due to the cost-of-living and time barriers following the COVID-19 pandemic. But with five campuses across South East Wales and a number of free and flexible full and part time courses for adults to choose from, Coleg Gwent make learning more accessible.

But research identified three key motivations to apply:

• Possibility – Start a new career or change your current one.
• Progression – Progress in your current career and enhance your skills.
• Passion – Enjoy a course on a specific passion or interest.

Our campaign needed to communicate the specific benefits of studying at Coleg Gwent to quickly eradicate the time and cost barriers that our audience face and turn consideration to study into commitment.



In a highly competitive market, cutting through the beige of educational marketing was essential. Using humour as a hook, ‘It’s never too late to learn at Coleg Gwent’ features adults who, frankly, could and should be achieving more in their lives. We used extreme hyperbole to illustrate that even people in their later years can benefit from doing courses to improve their skills and qualifications, specifically communicating the benefits to our Possibility, Progression and Passion audiences.

The campaign spanned VoD, Radio, OOH, Social Media and Digital, while also working collaboratively with the client’s digital team to ensure a consistent customer journey, providing the campaign identity, photography and video assets required for use across digital and online platforms.

It's Never Too Late campaign
A magazine left on the bus chair


In a 6 week period running from mid July 2023, the campaign:

– Reached 92% of all adults in our target area
– Delivered 1.6m impressions on social, 16% above planned
– Generated over 3,750 link clicks, 106% above planned, with the 40+ audience achieving a 5.57% CTR


A collage images about the campaign