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PURPOSE
The purpose of this project is to persuade RMIT students to be aware of and consider using RMIT Academic and Wellbeing Integration’s (AWA) service by informing and making them believe that AWA experts not only offer effective tips to excel in university but also can be supportive towards students’ transition into adulthood.
AIM
The project aims to construct and develop a creative and practical communication campaign that resonates with RMIT students, generates social buzz among them as well as gets them engaged in AWA’s activities.

OBJECTIVES

Communication objectives

  • To raise awareness among 60% of the target audience about RMIT Wellbeing Service from March to June 2023.

  • To increase the engagement rate of RMIT AWA's social campaign by 25% from March to June 2023.

Action objectives

  • To increase students' participation by 25% in offline and online workshops from March to June 2023.

  • To increase individual appointments from RMIT students by 25% from March to June 2023.

KEY MESSGAE

RMIT Academic & Wellbeing Integration is not only a program where professional experts can give you trustworthy tips to excel in university but also can be relatable and supportive like your companion.

​TARGET AUDIENCE

Background: 

  • Age: 21

  • ​Occupation: Final year university student

Concern:

  • Stressed with her job, studies and depressed due to the intense peer pressure. 

Need:

  • Need someone to consult with - who can keep her identity confidential and help her to balance her life and commitment amidst school assignment deadlines. 

Media consumption: 

  • Follow RMIT Facebook and other club's pages

  • An active RMIT member of RMIT Society and RMIT Confession to seek for advice and recommendation

  • Avid TikTok user and Spotify podcast listener for useful tips to become successful in her career

LET'S MEET NHUNG​

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LET'S MEET DUC​

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Background: 

  • Age: 21

  • ​Occupation: Final year university student

Concern:

  • Stressed with her job, studies and depressed due to the intense peer pressure. 

Need:

  • Need someone to consult with - who can keep her identity confidential and help her to balance her life and commitment amidst school assignment deadlines. 

Media consumption: 

  • Follow RMIT Facebook and other club's pages

  • An active RMIT member of RMIT Society and RMIT Confession to seek for advice and recommendation

  • Avid TikTok user and Spotify podcast listener for useful tips to become successful in her career

​INSIGHT

RMIT students want a professional and relatable service to guide them through university struggles. However, information about AWA is very vague and hard to navigate. Therefore, if students encounter an issue, they’re afraid that the well-being service offered by the school is not reliable or suitable enough to tackle their problems.

CREATIVE CONCEPT

​SMALL LEAPS, BIG CHANGES

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"Small Leaps, Big Changes" is the project illustrating the time to defy any limits that stop you from doing well in school and in life. Academic & Wellbeing Integration service will support and empower your confidence so that your experience in RMIT will turn from traumatic to ecstatic.

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Explore your hidden potential and lighten the load of an overwhelming future in simple, exciting, and relatable ways. Be a better you - one step at a time.

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