Griffith University, Make it Matter Campaign
BCM partnered with Griffith University to reshape perceptions about the role of university in a student’s life. In a time when the value of higher education is increasingly questioned, we helped Griffith refocus its message: university isn’t just about getting a degree, it’s about gaining purpose and making an impact.
Task
To create a campaign that demonstrates Griffith University's ability to help students turn their education into purpose-driven action.
In a time where many students are seeking more than just academic success, Griffith University wanted to remind prospective students of the true purpose of university.
Beyond gaining qualifications, a Griffith education is about equipping students with the tools and confidence to make a meaningful impact on the world. Through this campaign, we shifted the conversation to focus on personal growth, purpose, and the transformative experiences that Griffith students carry into their future.
With students looking for more than just a degree, our challenge was to position Griffith University as an institution where education is not only about learning but about making a difference.
We needed to speak to students’ desire for purpose and personal impact, illustrating how Griffith enables them to thrive academically and turn their goals into reality.
Griffith University students are driven by a desire to make a meaningful difference. This campaign allowed students to share their purpose, showing how their education empowers them to achieve their goals.
Whether their aspirations are on a global scale or focused on personal development, Griffith offers the support and resources they need to succeed.
The campaign started on TikTok, allowing students to share their stories authentically. From there, it expanded to other digital channels and above-the-line media, bringing these stories to life and reinforcing the message that Griffith University is where purpose meets opportunity.
At the heart of this campaign was the students’ stories. Every element, from the visual design to the messaging, was crafted in collaboration with Griffith students to ensure authenticity. We worked closely with them to develop visuals and narratives that truly reflected their unique journeys.
The result was a campaign that highlighted how Griffith University empowers its students not just academically, but personally, enabling them to contribute meaningfully to the world.
