CRHEATE: Monash University’s Endangered Generation? with Ali Freer
SYNOPSIS
In this episode, I’m joined by Ali Frear, Associate Director of Marketing and Advancement at Loughborough University.
She chose Endangered Generation? by Monash University to review as CRHEATE continues our celebration of creativity in higher education.
This brand film is a brilliant example of storytelling on a grand scale that aligns an institution to a worldview. The film has over 550k views on Youtube to date. A 90 minute documentary film by the same name was released in cinemas in the summer of 2023.
> Film Credits
“The grand challenges of our age – climate change, geopolitical security and thriving communities – extend across nations. Our research seeks to address these complex challenges by empowering communities to create real and lasting change. This documentary is about how we might better create a stable and permanent place on this planet for ourselves and for future generations.”
Monash University President and Vice-Chancellor Professor Margaret Gardner AC.
The content was produced with University partners VLMY&R and Sweetshop & Green.
So sit back and enjoy our discussion which includes key insights that could influence your work.
CRHEATE REVIEW
THREE TAKE-OUTS
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Don't jump to execution before you've nailed the narrative.
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Pretty much everyone can write. But it doesn't make everyone a great writer of advertising scripts. There's a reason some people do this for a living.
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They should capture the essence of your Purpose, Mission and Vision. If you're producing one (and who's got the budget for more than one), then make sure it speaks to all your audiences (including the internal audience). And make sure it can be cut down into media edits to maximise its use.