Creative Execution

Yell launched a campaign, via their fan-page, in the form of an image ad declaring the need for newly graduated students who find themselves not in current demand in the labor market, regardless of where they acquired their education.

At a zero dollar media cost, the campaign’s organic reach was 380,000, attracted 1,494 comments, received 1,000 CVs from local and international applicants equating to $4,342 PR value through online platforms.

In Thailand, many new graduates often feel they are treated unequally, which is frequently related to which faculty they attended. This is partly reinforced by Central Government reducing funding to institutions which they assess to be less popular among prospective employers when it comes to recruitment. Students from some of these universities sense that they are not treated with the same credibility by prospective employers as those from other institutions.