Be The Light Campaign

In 2024, Trinity Western initiated a Canada-wide campaign called Be the light—the most comprehensive multi-channel campaign TWU has ever launched, significantly supporting the increase of the University’s domestic enrolment.



Utilizing Google Search, Facebook, Instagram, TikTok, YouTube, and Spotify to reach prospective students through videos, photos, and specialized Be the light messaging, the digital component of the campaign effectively reached the entire nation. The messaging and unmistakable imagery was also applied to traditional advertising, such as billboards, transit ads, radio, and high school posters throughout B.C. and Alberta.



For a more personal touch and to spark connection, the creative aspect of this campaign involved highlighting recent graduates as “heroes,” representing TWU in their various fields and showing incoming students how Trinity Western equipped them to do as the campaign says—be the light.



The nationwide campaign received over 25M views, with high engagement on the University website. The traditional out-of-home portion of the campaign received over 85M views, solidifying TWU’s presence throughout primary target regions.



Another key aspect of the campaign has been the University viewbook for 2025–2026, featuring a matte black cover with the words Be the light in white and the gold TWU flame logo beneath. By itself, the simplicity is effective, but the real impact is revealed when a heat-activated image of one of the heroes appears once the book is handled or placed in the sun or under a lamp. This effect has made our viewbook particularly popular at high school education fairs as students are eager to see the image surface, offering a glimpse of their own potential future.



The call for Trinity Western students and alumni to be the light is rooted in the Sermon on the Mount in Matthew 5. In the greatest sermon ever preached, Jesus gave the gathered crowd powerful metaphoric imagery, encouraging his followers to reflect him in the world:



“You are the light of the world. . . let your light shine before others, so that they may see your good works and give glory to your Father in heaven” (Matt. 5:14a, 16, NIV)