Privately run Vocational Education and Training colleges have had a hard time of late with Government funding chopping and changing in reaction to a large number of new providers coming in and rorting the system. Macleay have been around for more than 30 years and needed a new campaign that helped separate them from these shonky blows-ins. We worked with them to develop a campaign that spoke to the struggle their target markets are dealing with - needing an education that showed them how the real world worked rather than the more abstract academic world of a university. Published across digital and printed collateral, “learn for real” showed potential students the concrete outcomes they would achieve in a course at Macleay by highlighting the experience of current students and recent graduates.