LinkedIn launches Australian version of its global 'In It Together' campaign feat. Aussie members

Sarrah.jpgLinkedIn has today launched a consumer-targeted social campaign featuring LinkedIn Australia members expressing their own takes on success.
The campaign titled "In It Together" is based on the insight that the traditional notions of success have changed and is no longer defined by securing a corner office or a promotion. Purpose is also a key driver for why people do what they do.

Carmen.jpgA survey conducted by YouGov on behalf of LinkedIn late last year revealed that Australians are defining success in terms of being happy (77%) and healthy (71%) over earning a six-figure salary (18%).
The campaign aims to highlight that everyone has their own reasons for working, their ownRyan.jpg inspirations, and their own definitions of success which may not be widely recognised or supported.
The campaign showcases LinkedIn members celebrating the many different things they're "In it" for.
Says Shiva Kumar, head of brand andFiona.jpg communications for LinkedIn in Australia and New Zealand: "We know that 'traditional' career paths are changing, and people are defining their own path towards success.
"Through these members stories, we hope to inspire everyone to pursue what really motivates them and alsoKiran.jpg emphasise that they are not alone. There is a community that can support and mentor them through their journey."
The campaign is an extension of LinkedIn's global "In It Together" campaign which ran in the US at the start of this year, followed by India, China,Judy.jpg Singapore, UK, Germany and France.
It also includes an employee activation component, where LinkedIn employees in Australia are encouraged to share what they are "in it" for.
LinkedIn is also partnering with She Starts, a start-up accelerator empowering female entrepreneurs, to share the journey of seven women entrepreneurs expressing their motivations for pursuing their own path.
Edelman has developed the campaign in Australia which will run across Facebook, YouTube, Instagram and LinkedIn. The campaign also encourages Australians to share "what they are in it for" with #InItTogether.

Agency: Edelman Australia
Creative Director: Jamil Bhatti
Paid Strategist: Diarmid Farquhar
Producer: Jasmin Malam
Videographer: Jilvan Mohammadi
Campaign Lead: Sarah Pendergast

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