When it comes to education, Free TAFE is a game-changer – helping hundreds of thousands of Victorians train for in-demand jobs, build opportunities, and find rewarding careers without the cost of tuition fees. The heart of TAFE’s value is deeply tangible. It’s grounded in real people learning real skills that equip them for real jobs. It’s a career-starter and an opportunity-maker.

Despite this, cultural perceptions of TAFE hadn’t kept in step with reality. So, when tasked with developing Free TAFE’s new awareness campaign, we needed to break the generational narrative that positioned it as a fall-back rather than a first-choice pathway.

By grounding the campaign in real stories, Free TAFE Makes it Real became a mantra that allowed us to champion TAFE students across Victoria, putting a spotlight on their skill, determination, passion, and the real-world impact of their training. It reframed TAFE as a pathway to future-focused careers, bringing new pride to students, educators, and industry partners alike. Recognised within government as a breakthrough campaign that helped more Victorians see TAFE in a new light, this campaign has reshaped perceptions and continues to remind Victorians of the transformative potential of real skills, real stories, and the futures they make possible.