PPS, a mutual insurance company based in South Africa, has launched a trailblazing brand campaign titled “Finding the Forgotten Graduate.” This initiative, extending into 2023 after its inception in late 2022, is dedicated to recognising graduates who have been historically overlooked due to their gender or race. By spotlighting these unsung heroes, PPS not only enhances its brand visibility but also reaffirms its commitment to social justice and educational equity.

PPS, a mutual financial services company based in South Africa, embarked on a brand campaign titled “Finding the Forgotten Graduate”. The campaign is a bold step towards addressing historical injustices faced by people of colour and women in academia. By bringing these graduates’ stories to the forefront, PPS aims to correct the narrative and celebrate their contributions, which have long been overshadowed.

As a company that exclusively insures graduates, PPS’s campaign is strategically designed to resonate deeply with its target audience. The campaign seeks to increase brand awareness, foster a sense of pride and community among graduates, and position PPS as a champion of equality and recognition in education.

To effectively reach its target audience, PPS collaborated with academic influencers. These influencers played a crucial role in amplifying the campaign’s message, leveraging their platforms to highlight the stories of…