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Changing how we tell the story of disengaged youth succeeding through education

Client

Griffith University

Services

Branding, Creative, Social, Digital

The challenge

Due to the introduction of the prep year in 2007, Queensland universities were expecting 2020 intakes of school age students to be considerably down, coined the ‘cliff year’. Griffith also welcomed a new VC who had a bold vision to further evolve the university to be more globally competitive while maintaining Griffith’s strengths of being a forward-thinking, purpose-led university that transforms lives and makes a difference to the communities they’re part of.

The idea

We focused our attention on a few key stories that showed how students had risen through trying times to reach their goals. Of particular focus was the story of Kimberley Bates who grow up in Townsville, became disengaged with education but found her voice through education to become a UN peace ambassador working in Hong Kong.

Results

+26% YOY in QTAC first preferences

+2.4% YOY market share