CLIENT: WESTERN SYDNEY UNIVERSITY

Overview

Campaign developed for Western Sydney University’s inaugural Giving Day – a 24-hour fundraising initiative designed to drive community participation, alumni engagement and philanthropic support for scholarships, student programs and research.

The campaign spanned digital, social, on-campus and live event activations, including the Chancellor’s Challenge, where participants abseiled down the Peter Shergold Building to help generate awareness and donations.

Context

As one of Australia’s largest universities, supporting more than 49,500 students across Greater Western Sydney, the University sought to establish a high-profile fundraising initiative that could strengthen community connection and philanthropic engagement.

Giving Day activities took place across multiple campuses and were designed to promote the importance of philanthropy throughout the University community while encouraging participation from students, staff, alumni and partners.

Approach

• Developed a cohesive campaign identity centred around the message: “Together, let’s make a difference”

• Designed digital assets, supporter pages, event graphics and campaign collateral across web, social and campus environments

• Produced signage, apparel and live event screen graphics to support fundraising activations and audience engagement

• Collaborated with stakeholders to align messaging, participation goals and donation pathways across all touchpoints

Outcome

The campaign helped raise more than $767,000 from over 720 donors, supporting scholarships, student programs and research initiatives across the University community, including projects such as BabyLab at the MARCS Institute and the University’s solar car team.

The campaign also supported a broader culture of philanthropy at the University, which had the highest staff giving participation rate across Australian universities at 15.5%.

Reflection

This project reinforced how strategic visual communication and consistent campaign storytelling can help drive engagement, strengthen community participation and support meaningful philanthropic outcomes.