The University of Victoria, based in the capital city of Canada's mountainous province of British Columbia, created the Edge campaign to showcase the ability its students and alumni have in shaping the world.
The ads have been running throughout the fall of 2016 and will continue until early 2017. In order to get more eyes on the them, the University of Victoria will feature the ads from its Edge campaign on public transit, in movie theaters, airports, newspapers, magazines, as well as online. In doing so, it hopes to evolve the perception of its educational expertise by showing students, employers and more exactly how its alumni are making a difference.
The University of Victoria summarized the campaign by writing, "The Edge is how we distinguish ourselves so that our audiences clearly understands what sets us apart from other institutions."