University of Queensland targets donors with ‘Not If, When’ message
The University of Queensland has launched its first philanthropic-focused campaign ahead of year 12 exams and a new influx of university students.
The ‘Not If, When’ campaign hopes to help in raising $500m for philanthropic projects by 2020.
Created by Ogilvy Brisbane, the campaign includes three commercials focusing on dementia, scholarships and the Great Barrier Reef as well as a longer four minute film.
The spotlight ad on dementia focuses on John, who is living with dementia, discussing how he felt alone and scared when he was diagnosed.
The ad goes on to explain what research and clinical trials the University of Queensland is undertaking to help find a cure for the disease.
Another commercial focuses on Kate, a scholarship recipient and engineering graduate, who was a sufferer of domestic violence.
Kate went on to graduate from UQ after receiving a Dean’s Commendation and is now working at an award winning firm in Brisbane.
The Great Barrier Reef spotlight ad shows two marine biologists living on Heron Island working on research to decode the chromosomes of the crown-of-thorns starfish.
Ogilvy Brisbane ECD, Phil Nobay, said in a statement: “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.”
Professor Iain Watson, deputy vice-chancellor, external engagement, said: “In keeping with the campaign’s title, we chose to showcase tangible research, including a possible cure for dementia and a husband-and- wife research duo who have found a novel way to significantly reduce the impact of the invasive crown-of- thorns starfish on the Great Barrier Reef.”
Credits:
- Agency: Ogilvy Brisbane
- Executive Creative Director: Phil Nobay
- Strategy Director: Ewen Pettit
- Copywriter: Eugene Horat, Sam Whatley, Richard Taylor
- Art Director: Dave Maunder, Simon Budzevski, Amee Wilson
- Designer: Edward King
- Account Manager: Zoe Young
- Agency Producer: Kate Adams
- Production Company: Blacklab International
- Director: Paul Giggle
- Producer: Karen Hayward
- DOP: Dan Macarthur
- Sound: Ian Grant
- Post production: Cutting Edge
- Editor: Kerry Farrell
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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