TAFE Victoria celebrates the life-changing impact of Free TAFE in new campaign via The Fuel Agency
The Fuel Agency has developed a new statewide campaign for the Victorian Government’s Free TAFE program. FREE TAFE MAKES IT REAL celebrates the life-changing opportunities that Free TAFE offers Victorians to gain an in-demand qualification and a fulfilling career.
The TAFE Victoria campaign highlights the tangible outcomes of a TAFE education across careers including nursing, cyber security, construction and horticulture.
At its centre are 11 authentic stories from students and graduates who followed their passion through TAFE and forged successful career paths. Each story shows the spark that inspired them to begin, and the lasting impact that a TAFE qualification has had on their careers and lives.
Says Ed Bechervaise, Executive Creative Director at The Fuel Agency: “With this campaign, we wanted to show the spark that Free TAFE ignites – the confidence, the momentum, the sense that no matter where you start, you can get moving towards a career that matters. That’s what makes it real. It’s about giving people momentum that leads to real opportunities.”
Short films, digital content, and out-of-home executions showcase how Free TAFE empowers Victorians to make life-changing decisions to study, and step into their chosen fields with confidence and purpose as graduates.
Says Kerry Thoonen, Design Director at The Fuel Agency: “Our creative approach was about energy and authenticity. We wanted the campaign to feel bold, contemporary, and alive with possibility – inspiring students to see themselves in the story.”
Says Ken Chow, Group Account Director at The Fuel Agency: “Working on Free TAFE has been incredibly rewarding because the results are so tangible. You see the difference education makes in people’s lives, and our job was to translate that into a campaign that connects across Victoria.”
Says Heather Jaboor, Senior Account Manager at The Fuel Agency: “Every student had their own reason for choosing TAFE, but what united them was the sense of possibility Free TAFE created. Our job was to let those voices shine.”
The campaign has been amplified online and on social media in long form film showcasing excerpts from the interviews and insights into the real lives of the students and graduates as well as in social media in cut downs that express how Free TAFE changed their lives.
Together, the mix of real voices, authentic storytelling, and vibrant creative execution ensures the platform and campaign not only celebrates Free TAFE’s impact but also inspires more Victorians to consider a TAFE qualification.
Says Tim Kidman, CEO of The Fuel Agency: “Free TAFE is one of those rare initiatives that changes lives at scale. Our role was to make that impact visible to show the real outcomes that come from accessible education. This campaign is about more than awareness; it’s about building pride and momentum around the opportunities Free TAFE creates for every Victorian.”
FREE TAFE MAKES IT REAL is live across the state in online film, on social media, digital platforms, and outdoor placements.
The campaign is an example of The Fuel Agency’s mission to create positive impact for people and brands through focused creativity and meaningful storytelling.
Agency: The Fuel Agency
CEO: Tim Kidman
Executive Creative Director: Ed Bechervaise
Group Account Director: Ken Chow
Senior Account Manager: Heather Jaboor
Head of Design: Kerry Thoonen
Senior Designer/Animator: Marta Siwecka
Senior Designer: Jon Quinnell
Production:
Executive Producers: Greg Toolen & Adam Litchfield (Accordion Productions)
Producer/Production Manager: Brendan Lee
Directors: Marty Moynihan & Dave Christison (Riot)
Photographer: Christopher Tovo
DOP: Ben Blennerhassett
Stylist: Anthony Jarvis
Hair & Make-Up: Sam Pearce
Colour: Marty Greer
Audio Mix: Windmill Audio
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