In 2015, RMIT University engaged thousands of students, staff, alumni and partners around the world to shape RMIT’s goals and actions for the next five years.
We designed a campaign to ensure that no-one missed the opportunity to have their say.
B A C K G R O U N D
Through multiple channels and events over the second half of 2015, RMIT engaged thousands of staff, students, alumni and partners around the world to shape RMIT’s goals and actions for the next five years, and released the results in November 2015.
Our brief was to create a compelling, integrated visual identity and communications program for the ‘#shapeRMIT’ campaign which appealed to a broad audience – staff, students and alumni – and roll out across multiple channels including printed documents, digital media, signage, urban environments and marketing material.
“Boring unis publish boring strategy docs. RMIT is different – we take our strategic plan to the streets! #shapeRMIT”
S T R A T E G Y
Engagement with the project was vital, so rather than publishing bland strategy documents destined for the bin, we took the conversation to the streets.
We took a DIY, grassroots-movement approach to urban environments with the aim to surprise and delight, inspire and spark conversation. Newspapers were distributed throughout the University and at local cafes, street art was spray-painted around the campus and a digital conversation hub was started online. The approach was to use tactics that aren’t traditional for a university – we wanted people to take a second look!
Outputs covered everything from street stencils, bill posters and street press, to reports and presentations, to cupcake toppers, hoodies and drink bottles, to social media, digital signage and home screens of every University computer, and to murals that loomed large over Swanston Street, one of Melbourne’s busiest streets.
R E S U L T S
Thousands of students, staff and alumni contributed to online discussions, workshops and presentations, both locally and internationally, helping form the RMIT Ready For Life and Work strategic plan.
K E Y S T A T S
• 33,000 page views on shapermit.com
• 12,000 students participated in #shapermit events
• Discussion forum trended over Katy Perry’s latest album news on Twitter
