Chisholm, a cornerstone of public education and training in Victoria, is now set to redefine the impact of education on not only its students, but also the communities it serves through its new ‘For the Better’ platform developed by The Fuel Agency.
The platform recognises that a graduate’s influence doesn’t need to be earth-shattering; it can be equally powerful in everyday life. It champions the practical, tangible skills acquired and the connections formed throughout their journey with Chisholm, and beyond.
Alicia Pridgeon, recently appointed head of marketing and communications at Chisholm describes the process of arriving at this new platform as “peeling back the layers to find a single truth that sat at the core of the Chisholm brand. What stood out was that no matter who we engaged, whether student, industry or community partner, or staff member, the ‘Why Chisholm?’ always came back to impact. And digging deeper, that the small moments of impact are just as important as the life-changing ones. It’s something we can all relate to.”
Chisholm embarked on this transformation to realign its brand with its strategic ambition to transform lives through empowered learning. With a four-year partnership history, The Fuel Agency was uniquely poised to craft a brand platform and campaign that positions Chisholm as the preferred choice for students, industry and community partners, and employees.
The For the better campaign was produced by Accordion Productions and directed by Hamish MacGregor, with still photography by Mark Munro. It is introduced through a 30-second film, complemented by 15-second cutdowns, and is integrated extensively within Chisholm’s community.
‘For the better’ aims to transform the way Australians view education and its impact on people’s lives. Chisholm’s dedication to delivering relevant and responsive high-quality education and training; educating and skilling communities and industries for generations to come, is poised to leave an enduring mark, shaping a better world for us all.
Agency: The Fuel Agency
CEO: Tim Kidman
Senior Account Manager: Heather Jaboor
Creative Director: Ben Growns
Creative Director: Mal Chambers
Head of Design: Kerry Thoonen
Senior Designer: Marta Siwecka
Art Director: Tayla Orr
Copywriter: Annika Duncan
Creative Services Manager: Mark Button
Accordion Productions: Greg Toolen, Adam Litchfield
Line Producer: Brendan Lee
Director: Hamish MacGregor
First Assistant Director: Matty Barker
DOP: Marcus Cropp
Photographer: Mark Munro
Art Director: Juliette Whitney
Stylist: Sophie Barker
Hair & Make Up: Sam Pearce
Casting: 99 Casting
Sound: Windmill Audio