Universities Australia: Keep it clever Australia

This case study explains how Universities Australia, an organisation representing universities, used a social and digital campaign to build support for its federal funding.

Universities Australia: Keep it clever Australia

Sarah McDonald and Karl BatesMcCann Sydney

Executive summary

Universities Australia was seeking to recruit an army of supporters to defend investment in universities leading into the 2014 Federal Budget. Planning identified a poignant truth - Australians don't like to be left behind, as individuals or as a nation. Without proper university investment, this is exactly what would happen. The public rallied behind 'Keep It Clever Australia,' with its key message becoming vernacular in the halls of Parliament.

Political change creating uncertainty

Universities Australia is a peak body representing universities. Their key responsibility is...

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