a school in the countryside that needed to win over the city.
THE CHALLENGE
Worth School, a boarding school set in the heart of the Sussex countryside, faced a perceptual barrier with their primary audience of South London families. Many parents were already spending over an hour a day navigating the city to get their children to school, and the idea of travelling further, out of London entirely, felt counterintuitive. Worth needed a campaign that would reframe how families thought about location, shifting the conversation away from distance and towards opportunity, and communicating the very particular kind of education they offer, one built on the ethos of an ‘Education with heart and soul’ and a genuine ‘difference of kind’.
OUR APPROACH
We created a family of three prospectuses, bright, bold and confident, each targeting a different area of the school while remaining clearly connected through Worth’s ethos and visual identity. Printed on coated paper to make the colours truly sing, the prospectuses feel individual yet cohesive. This messaging was carried consistently across their website and wider marketing platforms.
Building on this, we developed the ‘Worth the Journey’ campaign. Practically, it repositioned the school as highly accessible from central London, contrasting 35 minutes by train with over an hour of city congestion. But the phrase also captured something deeper: a Worth education as a genuinely life-affirming personal journey. Imagery showed students arriving at the station, their belongings hinting at the richness of the day ahead, with bespoke illustration overlaid to bring each image to life. The campaign was delivered through London billboards, a targeted digital campaign, and features that got people talking, and was shortlisted for the Marketing Award for Brand Communication at the Independent Schools of the Year awards.
