“Seek Wisdom” motto for a modern era
The University of Western Australia has launched a new brand positioning campaign inspired by its motto since 1911 – “Seek Wisdom”.
“Seek Wisdom” showcases the authentic experiences and work of current UWA staff and students to make a difference to communities and tackle the grand challenges of our time. UWA recognises that the world needs our next generation of leaders to be not just smart, but wise. This campaign redefines what wisdom means today.
As the only top 100 university in WA and a leader in research and innovation, the university’s staff, students and alumni are well placed to make a global impact.
Competition for students in tertiary education in WA and globally has never been greater. The current COVID-19 environment reinforces the uncertainty students face with an ever-changing global landscape. Universities must demonstrate that they offer both the academic pedigree and high-quality teaching needed to prepare students for careers of the future while also helping them change the world for the better.
The campaign launches with two films “What is Wisdom” and “Wisdom working” supported by seven behind the scenes films showing the real stories of current UWA students in their own words. The films will run in WA in May and June on TV, streaming services and social media, followed by further media coverage locally and internationally later in 2020. The brand platform is supported by a refreshed brand identity guideline and campaign landing page at www.uwa.edu.au/seek-wisdom with a content hub designed and developed by The Brand Agency.
To authentically reflect the UWA experience, the campaign features UWA students and graduates filmed on-campus. On the day that The Brand Agency filmed recent graduate Laura Johnston at her work placement at Sir Charles Gairdner Hospital’s emergency department, WA received its first case of COVID-19 one hour later.
In the current environment, it is clear that the world needs wisdom more than ever.