Content marketing agency 3rdspace has unveiled a new campaign involving a series of content pieces that celebrate cultural diversity on the Gold Coast.
In September of last year, Study Gold Coast – an organisation that represents the education and training sector on the Gold Coast – invited 3rdspace to sit down with student ambassadors to uncover what is important to them about studying on the Gold Coast.
The Gold Coast is home to over 25,000 students from over 130 countries, and the recurring theme of the students’ Gold Coast experience was the acceptance they felt.
As the world focus’ it’s lens on the Gold Coast for the Commonwealth Games, 3rdspace has collaborated with these students and Study Gold Coast to launch ‘The Human Rainbow’.
The agency invited a collection of Gold Coast locals of diverse backgrounds, local and international students, to meet for the first time.
In total silence and stillness, face to face, to look past the physical, the stereotypes and perceptions of each other’s ethnicity. To share a moment and let their guards down, to create a powerful launch film.
The film, along with supporting content, will invite students to come together on the morning of the opening of the Commonwealth Games and form a Human Rainbow at Broadbeach on The Gold Coast as part of the campaign.
Students will be invited to show the world what diversity on the Gold Coast really looks like. The campaign also invites students to share their story and what studying on the Gold Coast is like on www.ourhumanrainbow.org.
The website, developed by Stead Lane, will allow visitors to discover a host of stories from students around the world who have made the Gold Coast home.
Shannon Tricklebank, head of marketing at Study Gold Coast, said: “We are extremely proud of this project and excited to share it with the world.
“The Gold Coast is one of Australia’s top study destinations and this campaign will strengthen our position in an authentic, unique and very compelling way. And best of all, the students of Gold Coast are the inspiration and the stars of it.”
Rob Logan, founder and head of content at 3rdspace, said: “It’s been an honour to work on a project that is so purpose-driven and can provoke authentic involvement and action.”
Client: Study Gold Coast
CEO: Shannon Willoughby
Head of marketing: Shannon Tricklebank
Marketing assistant: Morgan Summers Smith
Digital marketing coordinator: Emily Stefanovski
Head of student experience: Mohit Trivedi
Content editor: Trevor Jackson
Head of business: Chris Austin
Founder and head of content: Rob Logan
Creative directors: Simon Veksner, Ben Dillon-Smith and Paul Tilley
Directors: Nick Hansen and Ben Dillon-Smith
Directors of production: Robb Coxx and Mark Horsborough
Producers: Kate Adams and Brook Lagana
Editors: Nicole Hajimichael and Nick Hansen
Designer: Chris Thompson
Grade: Drew McPherson
Audio: Mitch Calladine