{"id":17361,"date":"2025-10-22T16:25:00","date_gmt":"2025-10-22T20:25:00","guid":{"rendered":"https:\/\/espace-m.ca\/?p=17361"},"modified":"2025-10-22T16:34:46","modified_gmt":"2025-10-22T20:34:46","slug":"bci-and-hula-hoop-highlight-continuing-education-with-espace-m","status":"publish","type":"post","link":"https:\/\/espace-m.ca\/en\/press\/bci-and-hula-hoop-highlight-continuing-education-with-espace-m\/","title":{"rendered":"BCI and Hula Hoop Highlight Continuing Education with Espace M"},"content":{"rendered":"

A first in Quebec. The province\u2019s twenty universities have united under the Bureau de coop\u00e9ration interuniversitaire (BCI)<\/a> to launch a major joint campaign promoting university continuing education<\/a>. Hula Hoop<\/a> led the brand creation and development, while Espace M managed the media strategy and campaign deployment.<\/p>\n

The goal:<\/strong> to build a strong and accessible image of university education for adults while breaking down preconceived notions surrounding it.<\/p>\n

A Clear and Modern Identity<\/h3>\n

BCI and Hula Hoop unveiled a sleek and dynamic visual identity inspired by contemporary design codes rarely associated with academia. The new brand embodies the accessibility and relevance of university training in professional development.<\/p>\n

\u201cWe wanted to give continuing university education a modern image, far from the clich\u00e9s of a rigid or outdated institution,\u201d said Anne-Sophie Lebel, Communications Director at UQAR and member of the BCI.<\/p>\n

A Campaign That Shifts Perceptions<\/h3>\n

The creative concept centers on a simple idea: University continuing education\u2014it\u2019s not what you think.<\/em> This message aims to challenge the perception of universities as overly theoretical by showcasing, with humor and realism, the flexibility and practical value of university programs.<\/p>\n

\u201cThe challenge was to build a strong brand and a campaign capable of breaking down the barriers that still hold some professionals back,\u201d explained M\u00e9lanie Poirier, Creative Director at Hula Hoop Montr\u00e9al.<\/p>\n

A Comprehensive Media Strategy<\/h3>\n

Launched over a four-week period, the campaign features a mix of formats: video content produced with Koloc, motion design, web banners, online audio, and sponsored articles.<\/p>\n

Espace M orchestrated the media strategy with a focus on both reach and precision. The agency connected with workers and employers on the platforms where they consume content, maximizing visibility and strengthening the new brand\u2019s awareness.<\/p>\n

A Meaningful Collaboration<\/h3>\n

This initiative positions university continuing education as a benchmark for professional growth in Quebec. Espace M is proud to have collaborated with Hula Hoop and BCI to showcase a modern, accessible, and relevant vision of university learning.<\/p>\n

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