The University of Queensland is taking an emotional approach in its latest marketing push, featuring a man who suffers from dementia and a woman who has faced domestic abuse.
The University of Queensland has launched its first-ever philanthropic campaign, with a series of activations developed by Ogilvy Brisbane aimed at connecting donors with worthy causes.
The emotive campaign is part of a push by the University of Queensland to raise $500m for priority philanthropic projects by 2020.
“Despite the dedication of those at the university, they can’t achieve success alone. Partnerships with donors and supporters can accelerate vital research and provide life-changing scholarships to disadvantaged students,” Ogilvy Brisbane ECD Phil Nobay says.
“We are astonished by the scale and significance of the work being undertaken at the university. It was clear from the start that our job as an advertising agency wasn’t to come up with clever concepts. It was to let these incredible stories speak for themselves, by bringing them to life with honesty and respect."
The “Not if, When” campaign includes online videos that extend from the full-length launch spot to tailored, 60-sec and 30-sec cut down versions for specific areas of philanthropic interest.
The campaign also features targeted press to encourage alumni, staff, students and members of the community to join those giving their time and expertise for the greater good of others.
Deputy Vice-Chancellor, External Engagement, Professor Iain Watson said the campaign aimed to connect donors with causes they were passionate about.
“Of the many incredible projects underway at UQ, from the outset we wanted to highlight personal stories with significant impact, which would resonate with our audience,” he said.
