Social media campaign for digital exams

New Zealand Qualifications Authority

Set to sit! A social media campaign setting students up to sit online NCEA exams

NZQA wanted to remind and inform students about their options for NCEA exams. Students’ eyes are always on social media and our job was to create an attention-grabbing campaign.

Around half of all NCEA exams are now available digitally. For teachers and students, it’s a faster, more streamlined alternative than sitting an exam. NZQA found that students were often reluctant to choose the digital exam option because they lacked confidence or simply didn’t know enough about how it works. NZQA wanted to alleviate student’s stress and increase use of the digital option.

We created a series of short and snappy 15-30 second animations, each with a compelling call to action. Two characters decked out in bold colours, capture the attention of secondary school students in a fun and engaging way. We used brand colours from NZQA’s secondary colour palette, attractive to a younger audience, to support the idea that the process is far from scary or difficult.

We created friendly illustrations to support key topics, such as how to complete digital exams, how to prepare for them and ways to manage stress.

Each animated gif illustrates a key point, guiding and reminding the audience about current and next steps – from the time prior to the exam right up to when they receive their results.
Static illustrations were also created to be shared across NZQA’s social media supporting this campaign.

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