Deakin University – Together Campaign
The Brief
Deakin was preparing to launch its first-ever major philanthropic campaign — an ambitious and important step in the University’s evolution. The goal: to raise $150 million and engage 150,000 alumni by the year 2030. In doing this, they are looking to inspire a growing community of alumni and supporters, and build lasting engagement around their five big impact themes — from health and sustainability to culture and smarter technologies.
The opportunity presented to build more than just a campaign, but create a platform which could bring the global Deakin community closer, with a sense of pride. One that reflects who Deakin is; progressive, innovative and accessible.
The Solution
The 'Together' platform was developed by 3Scoops, following a competitive pitch process. The team was tasked with the strategic positioning and creative execution of the campaign leading into launch. Working across the University in a multi-stakeholder environment, the team applied our Brand framework to define the core concepts and language that would support ‘Together’. The central creative idea is ground in the core brand assets of the Deakin shield, visually representing the University’s community of alumni, students and staff coming together in a mosaic. This approach allowed for overarching celebration of collective impact whilst also going into the detail of individual stories.
The 3Scoops team worked with production partners to bring the campaign's key components came to life including a launch brand film, supporting content, UX/UX Design , as well as social, digital, and print assets. Further on-campus installations and activations extended the campaigns reach.
Only 6 months on from launch and over 100,000 Alumni have been engaged and nearly $100m raised.
