To position the profession as a rewarding career, we created a campaign highlighting values that resonate with the target audience. The campaign describes the type of student sought by instilling a sense of pride in those with a strong sense of justice and the ability to execute tasks in a structured, rational, and methodical manner. It depicts everyday scenes showing the meticulousness of young “experts” in dividing up slices of cake or pizza. The use of metaphors makes the messages engaging and memorable by emphasizing the personal traits required for the land surveying profession.

Through a playful and empowering approach, the OAGQ gives meaning and appeal to the land surveying profession, ensuring that young people can relate to it and see it as a career to pursue with pride and ambition. To directly reach this audience in their daily lives, we chose to sponsor two very popular podcasts. The hosts were given full creative freedom to incorporate the message authentically, whether by creating characters or approaching it in their own unique way. The close relationship with their audience allowed these influencers to add a personal touch to the campaign, generating excellent engagement rates from the public.