F.Y.I.

Macleay College works with ghg against shark culling

Macleay College Advertising students and communications agency ghg have partnered to create a campaign against the shark culling policy in Western Australia. The students created a campaign brief with ghg and pitched their ideas to a panel of judges.

The announcement:

Independent education provider Macleay College partnered with leading Sydney agency, ghg, on a creative project around a campaign to build awareness on the controversial Shark Cull policy in Western Australia.

The policy, which has received a storm of media attention, employs an extreme approach to reducing fatal shark attacks. Macleay College Advertising students joined the debate by working with account executives at ghg to prepare a campaign brief and then pitch concepts for a ‘No Shark Cull’ campaign to a panel of industry judges including, ghg Creative Director, Tim Brierley, The Greens Member for Waverly, Dr Mejreen Faruqi and AAMI and Bingle Executive Manager, Richard Riboni. The winning team’s campaign encouraged people to think about the fact that taxpayer funds were contributing to the slaughter of sharks.

Ghg Creative Director, Tim Brierley, said: “It’s always a breath of fresh air seeing new talent respond to a brief, and we saw some terrific ideas. The whole process is almost a masterclass interview and even at this early stage in their course, you could spot some real talent. The project connected students with advertising professionals in the real world, providing valuable insight into the workings of the ad world and how to build successful campaigns.”

Macleay advertising lecturer, Juliann Brooker, said: “There is no scientific evidence that killing sharks will reduce the already small number of shark attacks, and Macleay College students grabbed the opportunity to work on such an important issue with both hands. Our teams created no less than 20 original campaign ideas and logical strategic solutions, ones that were informed by research – unlike the Shark Cull policy. Our marketing industry ultimately depends on ideas, not Photoshop skills – team SOS’s campaign hinges on a great idea that we hope will win hearts and minds in Western Australia.”

Source: Launch Group media release

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