The lifelong learning program in the wonderful country of Bermuda is the first program to report success with YouTube advertising for the field.
Tawana Flood, head of the program says, “Based on expert recommendations highlighting that video content is more memorable and emotionally engaging than static media. We hired the services of a local marketing/advertising firm and introduced YouTube advertising into our marketing mix this year.”
The initiative won a LERN International Award for 2026 for Ms. Flood and Bermuda College.
“YouTube in general has proven to be a highly effective platform, offering broad reach, and precise targeting capabilities,” she continues. “Its seamless integration with the Google ecosystem has allowed us to connect campaigns with Google Search ads and remarketing lists, reaching audiences we previously missed through traditional TV and print advertising. We can now retarget viewers who have engaged with our previous videos, enhancing campaign efficiency.”
The ad for a course on Human Rights for Changemakers, while targeted to the 63,000 people on the island, actually got interest from other countries.
You can check out this 1 minute ad on YouTube for the Bermuda Human Rights course here: https://youtu.be/r-23XxHfKME?si=r3CV58wfVmu0MER6
