University of Melbourne
Students from rural Victoria represent about 30 per cent of the total student population, but far fewer go on to attend university. Many said they felt intimidated by the move to the city, they were scared to leave their friends and family or they simply weren’t informed that higher education was a viable option.
The University of Melbourne approached Hive to help raise awareness of their health courses to rural students. The goal was to show future students that the dream of studying health subjects at Australia’s best university, was as achievable for them as it is for students from the city.
Hive completed research and strategy for the campaign to identify how we could really connect with new students. The creative consisted of brainstorming hundred’s of ideas that were distilled into three main directions:
1. Changing lives
2. Healthy futures
3. Self discovery
From there refinement and planning for the shoot went ahead to make sure all objectives for the campaign were met. The shoot was planned to be documented as a “day in the life” of each of our hero students to give future students a sense of what their time at university could look like. We then set about turning their “insides out” with body paint. While they were being transformed, we let them tell their personal stories about moving to study and what they learned along the way.
The campaign achieved 44,639 unique views on Facebook and saw a 2226% increase in MDHS video plays from the previous campaign.