EDUCATIONAL ADS SHOW NO MERCY » The S3 Agency

EDUCATIONAL ADS SHOW NO MERCY

Note: The following post originally appeared earlier today in my Examiner column. ~ @AdvertGirl  
Are you a parent? If so, please answer these three questions before reading the rest of this article.
  • Do you tell think your child is the best thing ever? Of course you do.
  • Do you tell him or her that all the time? Probably.
  • Is that a great idea? Probably not.

Sometimes it seems that helicopter parents won’t stop overprotecting their children – helping turn them into entitled adults with no concept of the real world or how to survive in (and even contribute to) it. Well, Mercy Academy – an all-girl Catholic school in Louisville, Kentucky – is taking matters into its own hands, with an ad campaign designed to be a slap in the face to young ladies and their parents. Not an abusive slap in the face, though…more of a Cher in Moonlighting gesture designed to make people “Snap out of it!”

The basic message: you’re not a princess. Life’s not a fairy tale. No prince is going to rescue you. It’s up to you to take control of your life via a great education (available presumably at Mercy Academy), so that you can go on and do the great things you believe should be in your future.

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This campaign is making waves well beyond the Mercy Academy recruiting area. Why?

  1. It’s a message that is hitting home with society in general. A society sick of coddling…and ready for reality messaging to change our current course.
  2. It’s a message that is a bit shocking coming from a Catholic school, giving it instant legs by those who want to share socially the latest breakthroughs.
  3. It’s a message that Mercy Academy has given an ability to share easily by creating the hashtag #morethanaprincess.

More than a princess. Once you get past the initial brutal blow of being told you or your child is not a princess, you can dig deeper into the campaign and realize this is not an insult-driven concept. It’s about empowerment. And just like that, the ad clinches the deal…likely converting their newly increased awareness into higher enrollment.

Team S3
info@thes3agency.com
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