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University of Queensland encourages graduates to overcome the unknown

University of Queensland (UQ) is encouraging students to not fear the uncertainties which they may face as they finish studies in its latest campaign.

The campaign titled 'Own the unknown' conceptualised by Ogilvy Brisbane showcases a man diving into the ocean with a background voice narrating how students face similar feeling when its time to finish studies and enter the real world.

UQ will further spread the ‘Own the unknown’ message on social channels, tools and events, where future students will interact with current students and alumni to receive career advice.

The campaign will run across television, cinema and outdoor media.

Ogilvy executive creative director, Phil Nobay, said: “The power of this campaign is the extent to which it can be amplified in targeted channels beyond launch. It’s so much more than an ad campaign; it’s a central theme of empowerment that unites all UQ schools and faculties, providing a platform to promote the capabilities and achievements of the entire organisation.

"We’re already working on a vast array of social extensions and utility ideas that will bring even more credibility and audience value to this challenging campaign idea.”

UQ’s chief marketing and communication officer, Kelly Robinson, added: “One of our roles as a university is to give our students the confidence and capability to navigate this uncertainty and pivot between current and emerging careers. Creativity, critical thinking and problem-solving – the skills that UQ has championed for more than 100 years – will be more important than ever.”

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