A world first partnership

Client: University of Newcastle, School of Architecture and Built Environment

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The new Graduate Certificate in Disaster Risk Reduction is not only the first program of its kind in the world, but was also developed in partnership with the United Nations, making Newcastle a UN City. Pretty incredible stuff, the only problem was that no-one knew about it yet. To develop the marketing strategy, we interviewed leaders from national organisations to understand where planning for disasters sat on their priority list. Using these insights, we provided clear direction on who to target, what to say, how to say it and where to promote it. We were lucky enough to help UON put our recommendations into practice, undertaking a social media campaign and developing this animated video. By keeping it classy and avoiding scare tactics, we’ve shown that Disaster Risk Reduction is about so much more than natural disasters. With this white on white animation, we made the program feel smart, significant and world class, positioning it on another level beyond the ‘talking heads’ of competitors.

Results: we have already exceeded the yearly target for enrolments in less than one month! An incredible result achieved by working together with our client. The video was also selected as a finalist in the international Animation Effects Awards Festival (AEAF) – we’re stoked!

Check out the UON Disaster Risk Reduction program here.

Credits: animation by Fluffy Cloud.

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