University of Johannesburg - The Missing Middle

University of Johannesburg – The Missing Middle

THE BRIEF

Design artwork to be used on the UJ School of Tourism & Hospitality website, social platforms and at a fundraising event to prompt alumni and industry partners to donate to the ‘missing middle’ – a group of students too ‘rich’ to qualify for funding, but too ‘poor’ to afford the fees.

THE IDEA

Create collateral that would highlight the UJ School of Tourism & Hospitality specifically, while still having a strong call to action for donations for the ‘missing middle’.

THE RESULTS

Through this campaign, approximately R2 000 000 has been raised for the ‘missing middle’. Meaning at least 30 students who would have had to drop out of university can now continue with their studies.