Yorkville University

Yorkville University’s Master of Arts in Counselling Psychology (MACP) degree program offers prospective students with the opportunity to embark on a transformative journey towards becoming a registered mental health practitioner. What makes Yorkville’s fully online MACP program unique is the flexibility and accessibility it offers, allowing students to work/live their busy lives while they study.

With the ‘Dear Younger Me’ brand video, we aimed for a strategy that set us apart from competitors on an emotional level – one that would inspire and motivate by directly resonating with the experiences of our prospective students, while also communicating our brand advantage.

In the 90-second video, which was produced in-house by our talented Creative team, MACP graduate ‘Emily’ reads a letter to her younger self, reassuring herself that choosing to enroll in the online MACP program is one of the best decisions she’ll ever make. The letter is narrated over a series of flashbacks along Emily’s MACP journey, and naturally weaves in the program's unique selling propositions – flexibility, accreditation, and a supportive community – while also emphasizing the MACP program’s emotional pay-off: the chance to make a difference.

The ‘Dear Younger Me’ video impactfully communicates who we are as a school, and reflects Yorkville’s recent shift in how we talk about our MACP offering – we’ve embraced heartfelt, outcome-oriented alumni stories as our core storytelling strategy.