Yoke was engaged by Westbourne Grammar School to create an awareness campaign that was
fresh, exciting and different. To be used throughout a wide range of marketing and advertising
material over three years, the centrepiece of the campaign Yoke created for the independent school
was a video telling the story of four of Westbourne’s current ‘heroes’. The campaign used the
school’s new brand positioning statement ‘Think Like a Hero’ and the concept of the monomyth or
‘hero’s journey’ as introduced by American mythologist, writer and lecturer Joseph Campbell. The
characteristics of heroism, and the everyday application of the different stages of Campbell’s hero’s
journey, aligned to Westbourne’s approach to education and teaching.