Published on 7 November 2013
A group of University of the Sunshine Coast Advertising students will contest the national final of the International Advertising Association’s (IAA) Australia Big Idea competition on Monday 11 November.
The seven-member team, called Digital Recall, will travel to Sydney with USC’s Head of School of Communication Associate Professor Rod McCulloch to vie against three other teams in the final.
Digital Recall group leader and third-year Bachelor of Design and Communication student Alex Poulton said this year’s task was to develop a national advertising campaign aimed at raising funds for the children’s charity, Kids Helpline.
“The brief asked for a campaign targeting men and women in the 18 and above age bracket, to encourage increased donations,” she said.
“Our team identified that the main users of Kids Helpline are children themselves, so we thought it made sense to have them most involved in raising funds.
“We developed a play and game-based campaign which requires local school involvement as well as participation from a corporate stakeholder to achieve maximum benefit.
“From our initial discussions with local schools and stakeholders, we believe this could be a very effective national campaign for Kids Helpline and are we are excited about presenting to the client and competition judges next week.”
This is the second time in three years that a USC team has been selected for the final of the Big Idea contest, which this year attracted 15 team applications from eight Australian universities.
The winning team will receive a trophy and could see their campaign rolled out on a national scale.
Dr McCulloch said the finals judging would be a great opportunity for the students to experience the competitiveness of the advertising industry first-hand.
“The campaign that Digital Recall has devised is of the highest quality and ready to go to market,” he said.
“The best prize for these students is the kudos of knowing that not only did they outclass teams from other larger universities across the country, but that their work has the chance to be adapted and rolled out in a national campaign.”
– Jessica Halls