University of Queensland unveils philanthropic campaign ‘Not If, When.’ via Ogilvy Brisbane

The University of Queensland has launched its first-ever formal philanthropic campaign, with a series of activations developed by Ogilvy Brisbane aimed at connecting donors with worthy causes.

Titled ‘Not If, When.’, the new campaign is part of a push by the University of Queensland to raise $500m for priority philanthropic projects by 2020.

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VIEW THE SCHOLARSHIPS FILM

VIEW THE DEMENTIA FILM

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A leader in university-based philanthropy, the University of Queensland (UQ) has always employed its world-class resources and capabilities to benefit society. Across fields including medicine, law, science and business, there are currently numerous vital initiatives underway to support society’s most vulnerable, find treatments for devastating diseases, and protect our planet from environmental threats.

Says Phil Nobay, ECD, Ogilvy Brisbane: “Despite the dedication of those at the university, they can’t achieve success alone. Partnerships with donors and supporters can accelerate vital research and provide life-changing scholarships to disadvantaged students.

“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.

“Working with director and film maker Paul Giggle, we met the inspirational people behind the projects and those who are relying upon their success. The result is an incredibly moving series of videos that demonstrate the power of positive partnerships.”

The “Not if, When.” campaign includes online videos that extend from the full-length 4 min 34 sec launch spot to tailored, 60-sec and 30-sec cut down versions for specific areas of philanthropic interest. Alongside this, highly targeted social posts and digital executions amplify the stories to relevant audiences, driving to a specific campaign microsite, uq.edu.au/giving.

“Not if, When.” also features targeted press to encourage alumni, staff, students and members of the community to join those giving their time and expertise for the greater good of others.

Deputy vice-chancellor, external engagement, professor Iain Watson said the campaign aimed to connect donors with causes they were passionate about.

Says profressor Watson: “Of the many incredible projects underway at UQ, from the outset we wanted to highlight personal stories with significant impact, which would resonate with our audience.”

Professor Watson said the campaign was built around research already within reach: “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.”

The campaign is co-chaired by professor Ian Frazer AC and his wife, UQ alumna, Caroline. Frazer’s team has delivered the breakthrough cervical cancer vaccine that has saved hundreds of millions of lives around the world.

Agency: Ogilvy Brisbane

Editor: Kerry Farrell