Working with Tattoo Projects we set out to launch a freshly rebranded higher education system that needed to reach out people with a passion for a better life. Fortis was among the first to have flexible classroom times as well as online courses. Fortis research suggests that our target’s choice to further their education is made very quickly. Whether potential students are looking for a more enjoyable job or to make more money, Fortis offers the programs and convenience to be their light at the end of the tunnel right now. This campaign utilizes the powerful image of staring into a woman’s eyes to capture our very emotionally charged target audience, while tying in tightly to the brand. People featured in the campaign have the Fortis flame burning brighter and brighter in their eyes, as copy speaks to their desire to make an immediate change in life not for themselves but for their family.