Melbourne-based The Fuel Agency has refreshed Chisholm Institute’s ‘For The Better’ campaign ahead of the 2027 academic year, bringing the personal experiences of five real students and graduates to the forefront.
Fuel has worked with Chisholm since 2020 and created the original ‘For The Better’ brand platform in 2023. The latest campaign builds on that foundation, amplifying Chisholm’s brand through personal stories about what better means to individual students and the impact their education has beyond the classroom.
The campaign explores students’ motivations to study, their learning experiences and the difference they go on to make at work and in their communities. Their stories help prospective students see what better could look like in their own lives while connecting with parents and employers who influence their choices.
“Chisholm is inherently diverse and every student’s journey is individual to them, their story, their ‘better’. We wanted this campaign to reflect real people making real choices – why they chose to study, how Chisholm enabled their goals, and what their impact looks like,” said Chisholm Institute head of marketing and communications Alicia Pridgeon.
The focus on personal experiences creates opportunities for Chisholm to extend the campaign through user-generated content, with more students and graduates sharing their own versions of better.
“An established brand platform becomes more valuable when you give it room to grow. For the better gives Chisholm a strong foundation, with room for every student to bring their own meaning to it. This is Fuel it Further in action: building on an established idea with fresh stories that strengthen the brand and give its community more ways to contribute,” said Fuel chief executive Tim Kidman.
Produced in partnership with Accordion Productions over a two-day shoot, the campaign includes a 60-second cinema film, a 30-second film and five 15-second films. The work extends across BVOD, social media, large-format and street-furniture out-of-home, bespoke TikTok and Snapchat animations, radio and static digital advertising.
The integrated campaign is live in Victoria, with a focus on Melbourne’s south-east, and runs until March 2027.
Agency credits:
The Fuel Agency
CEO: Tim Kidman
Group account director: Ken Chow
Senior account manager: Heather Jaboor
ECD: Ed Bechervaise
Design director: Kerry Thoonen
Senior designer: Jon Quinnell
Senior designer: Marta Siwecka
Head of digital: Anthony Edge
Film and production
Executive Producers: Greg Toolen & Adam Litchfield (Accordion Productions)
Producer/Production Manager: Brendan Lee
Director/Editor: Travis Crosbie
Photographer: Chris Diprose
DOP: Levin Mundinger
Stylist: Anthony Jarvis
Hair & Make-Up: Denia Henricus
Colour: Alina Bermingham
Audio Mix: Windmill Audio
Animation: Jim Morton
