DEAKIN UNIVERSITYLet's keep earth Wonderful
- Campaign
Sustainability is increasingly a key consideration for uni-goers. Deakin University has a long-term ambition to be the most progressive university in Australia, already boasting a legitimately broad range of sustainability initiatives and projects. But prospective students didn’t always make that connection. Yet. Boiling oceans. Melting ice caps. Impending doom. When it comes to messaging, this is often how anything to do with ‘sustainability’ is framed. Via the negative. The issue with this is that, over time, being drenched in fear has worn people out leading to a general feeling of overwhelm when it comes to the environment and our chances of a sustainable future. If we’re trying to create a more positive future, how do we attract the next generation of driven, clever, problem solvers that mostly see it through a lens of fear?
‘Let’s Keep Earth Wonderful’. Instead of battering people with tidal waves and forest fires, we remind them of the small, beautiful, unique things about everyday life on planet Earth that we often take for granted, but are unquestionably worth protecting and sustaining. Because, really, that’s what it’s all about. That’s why sustainability is so important. And to further buck the category norms, we do it in a single shot, instead of a ‘montage’ like every other uni ad.