This Ad Campaign Highlights One Student's Amazing Journey
Katherine Pendrill — January 14, 2016 — Social Good
References: abc.net.au & magazine.good.is
Australia’s Western Sydney University recently launched an inspiring university ad campaign that focuses on one student's incredible journey instead of highlighting the school itself.
The new ad tells the story of a Sydney lawyer named Deng Thiak Adut. As a child living in Sudan, Adut was forced to fight in the country's bitter civil war. It was not until 1998 that Adut and his brother were able to escape to Australia. After teaching himself to read and write, Adult earned his law degree from Western Sydney University. He has since used his degree to help improve the lives of Syrian refugees.
By telling the story of one of its most impressive students, the university ad campaign sends a powerful message about how important education can be in changing the live of students.
The new ad tells the story of a Sydney lawyer named Deng Thiak Adut. As a child living in Sudan, Adut was forced to fight in the country's bitter civil war. It was not until 1998 that Adut and his brother were able to escape to Australia. After teaching himself to read and write, Adult earned his law degree from Western Sydney University. He has since used his degree to help improve the lives of Syrian refugees.
By telling the story of one of its most impressive students, the university ad campaign sends a powerful message about how important education can be in changing the live of students.
Trend Themes
1. Student Journey Storytelling - More universities will create ad campaigns that focus on students' inspiring journeys as a way to convey the importance of education in transformative experiences.
2. Personalized Marketing - Personalized marketing campaigns that feature individual students instead of generic brand messaging will become more popular as a way to build emotional connections with potential students.
3. Authentic Representation - Universities and other institutions will prioritize more authentic representation of their students in marketing campaigns to promote diversity and encourage greater enrollment from underrepresented groups.
Industry Implications
1. Higher Education - Higher education institutions will benefit from adopting personalized, student-focused marketing campaigns that better communicate the transformative power of education.
2. Marketing and Advertising - Marketing and advertising agencies can focus on providing universities and other educational institutions with storytelling and branding strategies that prioritize authentic representation and emotional connection-building.
3. Social Justice Advocacy - Social justice advocacy groups can partner with universities and educational institutions to promote diverse storytelling and messaging that highlights the experiences of underrepresented groups and raises awareness of social issues.
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