SIT’s “Africa: See for Yourself” campaign wins Marketing Campaign of the Year award
Announcement Date: September 17, 2024 | Africa, SIT Graduate Institute, SIT Study Abroad
World Learning and SIT are thrilled to announce that SIT’s "Africa: See for Yourself" campaign won The PIE’s 2024 PIEoneer Award for Marketing Campaign of the Year. The honor was announced at the 8th annual PIEoneer Awards, held on September 14 in London. The awards aim to recognize organizations that demonstrate innovation and achievements in the international education sector.
“With this campaign, we are encouraging students to broaden their worldviews and consider decolonial perspectives—to experience the vibrant cultures and sustainable practices that make Africa a global hub for development, technology, research, and the arts,” said Dr. Sophia Howlett, president of SIT. “We are also restating our longstanding commitment to programming in Africa, where SIT has one of the largest program portfolios of any U.S. higher education institution or study abroad provider.”
SIT was notified the campaign was shortlisted for the award in May.
“This year, we have received significantly more nominations than in 2023, with impressive initiatives being showcased from a wide range of organizations and institutions across the global education sector,” the PIE team said in an email alerting SIT as a finalist. The PIE connects professionals, institutions, and businesses in the international education sector that support hundreds of thousands of people who study abroad each year.
- WATCH SIT receive the PIEoneer Award for Marketing Campaign of the Year.
The “Africa: See for Yourself” campaign's purpose is compelling. As Africa emerges as the fastest-growing continent, projected to represent 1 in 4 people globally by 2050, understanding African perspectives is imperative. There is a critical need to expose students and future leaders to Africa's richness and diversity, fostering a more inclusive and globally aware generation.
Meanwhile, study abroad in Africa has been historically underrepresented, and post-Covid, the numbers have dwindled further. SIT’s campaign seeks to reverse this trend, aiming to highlight SIT’s expertise in the continent and boost student enrollment in SIT's Africa study abroad and graduate programs.
The campaign launched in September 2023 and is anticipated to run through 2024. Applications for SIT’s Africa study abroad programs soared by an impressive 48% in the spring. This attests to the effectiveness of the campaign strategies to resonate with its target audiences, driving outcomes.
The campaign employs a wide range of mediums and communication channels, from traditional print and digital advertisements, flyers, and brochures to social media, email marketing, landing pages, podcasts, news articles, and blogs. This comprehensive approach reflects a strategic deployment of resources to ensure maximum impact and engagement.
SIT has also organized in-person workshops for university faculty and study abroad advisors, allowing for real-time interaction on the topic of Africa. The combination of online and in-person strategies showcases SIT's dedication to reaching targeted audiences through varied and innovative means.
The “Africa: See for Yourself” campaign also won GoAbroad’s Innovation in Marketing and Digital Media award at NAFSA’s annual conference in May after being named one of five finalists in March.
For a full list of 2024 PIEoneer Award winners, click here.