With the rate of Tasmanian students enrolling at University of Tasmania falling by about 1% every year, we made a campaign that shook off the cultural cringe of staying at home and the perception that mainland universities were more highly regarded.
We reminded Tasmanians that coming from a small place doesn’t mean they can’t do big things – and that being from Tasmania is actually one of their biggest strengths. It was a simple but powerful message, with real stories to back it up.
The campaign showed how the University of Tasmania has been a springboard to exciting careers with real-life success stories from a diverse range of fields. Our inspiring, community-focused campaign highlighted amazing alumni from a human rights lawyer working for the UN to an Antarctic research scientist, an artist, and a whisky distiller. The campaign ran across print, digital, outdoor and online catch-up TV.