UTSC Life Sciences Recruitment Campaign

Founded in 1827, the University of Toronto has evolved into Canada’s leading institution of learning, discovery and knowledge creation. U of T is proud to be one of the world’s top research-intensive universities, driven to invent and innovate. U of T students have the unique opportunity to learn from and work with preeminent thought leaders through their multidisciplinary network of teaching and research faculty, alumni and partners creating positive impact across the globe.

As the largest university in Canada, U of T provides students the opportunity to study at 1 of 3 campuses within the Greater Toronto Area. The campus locations include downtown Toronto, Mississauga (UTM), and Scarborough (UTSC). In 2023, The University of Toronto Scarborough (UTSC) announced the launch of the Scarborough Academy of Medicine and Integrated Health (SAMIH). This state of the art facility will fuel the university’s Life Science programs and support the growing need of health care professionals within the industry.

In support of the launch of SAMIH, UTSC had a need to increase enrollment within the Life Science programs. Becoming a doctor, physician assistant, physiotherapist, or other health professional is no small feat. To succeed, students need the best foundation and a supportive environment. The University of Toronto Scarborough Life Sciences program is designed to drive success and give students a competitive advantage.

A fully integrated marketing campaign was created to drive interest and engagement in order to encourage students to apply to UTSC Life Sciences as their first choice. The campaign’s theme, “Rise to your Ambition”, captured the spirit of the brand’s value proposition and featured imagery of students realizing their career within the health care sector. The creative leveraged original photography of current UTSC Life Science students reflecting the diversity and inclusivity of the Scarborough campus. The campaign was executed through social media advertising on Tik Tok, Instagram, and YouTube, as well as geofencing university fairs, Google SEM, and traditional media tactics including outdoor billboards, mall advertising, and print ads within national university rankings magazines. The campaign has already generated a 58% increase in Life Science applications at UTSC.