What do you do when you know your client has the opportunity to make a difference? Do you challenge the brief, or do you safely stay in scope?
When it came to Monash University's Sip Safe campaign, we pushed. Monash originally asked for a brochure to get prospective students to change their university preference to Monash. We said there was a better problem lurking in their question.
Our new goal was to find a way that best encapsulates Monash's role as a change agent and caretaker. If we did our job well, we wouldn't have to tell prospective students why they should choose Monash: they'd get it. To do so, we tackled an issue that impacted their safety: drink spiking.
The results floored us.
Sip Safe kicked off an ongoing program around university campuses – distributing over 6,000 wristbands and garnering international media attention.