Where girls boldly go - Blackheath High’s OOH campaign

Back in 2021, Blackheath High School employed an advertising agency to design their new hero campaign assets. Entitled “Where girls boldly go” – the school’s new motto – the assets spanned press, social, editorial, print and digital out of home, paid media, and a range of other marketing collateral.

Initially, Blackheath High asked me to artwork the campaign for them, but over the years I have additionally stepped into a more strategic role. Alongside the Director of Marketing, I plan the campaigns - what media space to buy and for how long, which copy rotations to utilise, analysing which channels and sites have been impactful for us before and where we could cut back and reallocate budget.

We have also adapted the campaign as the school’s USPs and target markets evolved; adjusting messaging, and adding and retiring hero images. Notably is the new Junior School headline “Her future starts now”; designed to combat the increasing trend for parents to wait and send their children to private schools only at secondary level, the headline also reflects the Seniors “My future is up there” and Sixth Form “I found my future” messages; these three now form our core messaging for paid.

My artworks have been utilised across meta paid ads, Google display ads, print and digital out of home 6 sheets and 4 sheets in rail stations and roadside, banner and retargeting ads on selected partner websites, and a 2024 Nursery doordrop campaign that resulted in a 650% ROI (minimum, based on converting pupils completing at least 1 academic year with us).

In 2026, we had the exciting opportunity to add video into our OOH campaign, featured in prominent locations including London Bridge and Cannon Street Station concourses.