Torrens University Australia (TUA) has launched an integrated campaign, via VCCP Sydney, to announce the permanent removal of the Australian Tertiary Admission Rank (ATAR) for new students.
Instead, the university is pursuing students with genuine passion for their desired course and future career path.
A number of universities are making similar concessions on entry criteria due to the hardships of 2020, however, Torrens University Australia said it has gone a step further and dropped the ATAR altogether.
The decision is backed by evidence of their own students’ performance, which the university said clearly shows that there is no correlation between the ATAR students achieved and how they perform in their course.
In addition to this there is also growing data from across the globe that shows standardised testing is a flawed method of predicting a student’s future academic potential, TUA claimed.
VCCP Sydney developed the campaign to communicate the announcement focusing on the message “We want your passion, not your ATAR.”.
The work follows an AI robot who achieved a perfect ATAR score and got into every university in Australia—except for Torrens University. Because as smart as it is, it doesn’t have passion, and it’s passion that truly unlocks potential rather than an arbitrary score, TUA claims.
“At Torrens University Australia we pride ourselves on being a university of the modern era. From course curriculum to the way in which we teach,” TUA head of brand, segment and international Rion Shelley said in a statement.
“We firmly believe that in permanently removing the ATAR, as part of our entry criteria, we are removing an unnecessary barrier for students in pursuing their passion, and getting them into a career where they love what they do.”
VCCP Sydney executive creative director Scott Huebscher said: “I love the idea of using a robot unable to get into Torrens University because it lacks a heart—and, therefore, has no passion. It’s different to everything else out there and really stands out.”
The campaign spans online film, social and press. TUA claimed the campaign has already received positive feedback, with students on social welcoming the forward-thinking decision.
Credits for the campaign are as follows:
TUA head of brand, segment & international: Rion Shelley
TUA senior marketing manager, schools: Priscila Portela
TUA marketing executive, schools: Ayse Sutunc
Creative agency: VCCP Sydney
Executive creative director: Scott Huebscher
Associate creative director: Kat Topp
Executive planning director: Kim Feitelberg
Planning director: Josh Manning
Managing director: Suzie Roberts
Client service director: Will Frew
Account director: Rosie Brennan
Senior account manager: Daniel Wood
Account manager: Eloise De Pomeroy
Producer: Tabitha Brenchley
Production company: 90 Seconds
Director: Chris Bailey
Project manager: Annie Cliff
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