Anhanguera repositions brand to encourage higher education in Brazil

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A Anhangueraone of the main higher education institutions in Brazil, has just launched the campaign Come This Way, in partnership with the agency Wunderman Thompson to guide the education journey and encourage people to take the next step in their training, considering their needs according to each individual’s moment in life.

The campaign arrives amid worrying data from the 2022 Higher Education Census, which shows that less than 25% of young people aged 18 to 24 have access to higher education in Brazil. Of the 22.5 million young people in this age group in the country, 21.2% dropped out of high school, 9.9% still attend high school and 1.2% still attend elementary school.

Given this educational scenario, Anhanguera announces its repositioning and commitment to facing the challenges of access to education, closely monitoring students’ academic journey. The institution offers a complete portfolio, including open, professional, technical, undergraduate, postgraduate and Education for Youth and Adults (EJA) courses.

With the visa life centric, the Vem Por Aqui campaign highlights our main focus, which is to make education more personalized and efficient for everyone, according to the individual needs and routines of each student. It is essential to recognize that, for many Brazilians, access to higher education is a distant dream. It is in this context that Anhanguera wishes to act, helping young people and adults to take the next step, in total alignment with our company’s strategic culture, where the student’s success is our success, explains Leonardo Queiroz, partner and vice-president of Growth at Cogna, owner of Anhanguera.

The awareness campaign was launched nationally and uses various communication channels, including OOH media, radio, digital media and TV. There will be two phases, the first of which introduces Anhanguera’s new positioning and a new tagline, while the second presents 10 videos that invite the public to reflect on their unrecognized talents and how higher education or training courses can unlock these potentials. The objective of both is to make people aware of the educational opportunities that Anhanguera offers.

We return to the base of the brand: the triangle, which is already a asset, but now it has a new function. It brings a sense of direction and movement to Vem Por Aqui, materializing in graphic elements, both physical and digital. We want to reach a proprietary visual place, with orange highlighted, elevating the design and thinking about brand longevity. But let’s go beyond the look. The idea is that the positioning is an invitation, a way of taking people by the hand and being a compass for those who today are hesitant about entering college., says Roberta Harada, executive creative director at Wunderman Thompson.

Anhanguera is also part of the project Friend Coatyes Electromedia, which provides company to those waiting at bus stops, especially women in dangerous and vulnerable situations. This campaign even won a Leo in the Cannes International Festival of Creativity in this year.

Check out the results of the first phase of the campaign below.