University of New England


Despite a proud history in expert online education, UNE’s market share was being eroded by traditional ‘bricks and mortar’ universities competing for the highly-lucrative online postgraduate market.


Most university communications talk to school leavers. For UNE to stand out and speak directly to its female-skewed 25+ target audience, we took a radical new approach that was decidedly adult to adult. A TVC showed a young girl growing up in a rapidly-changing world and following the advice penned to her in a letter from her mother. The result is a truly emotive piece of storytelling that has moved people from all walks of life.