The University of ÃØÃÜÖ±²¥ (UC) will launch its bold new brand campaign on 6 April, signalling the University’s ambition to meet the rapidly evolving needs of the Australian higher education sector. It positions UC as a leader that champions collective capability and personal achievement, coupled with a commitment to building a future where everyone who chooses to study at UC can thrive.
“At UC, we place people over prestige and believe that the doors to education should be open to all, especially those with a heart to study. Our university is built on genuine connection and a commitment to meet the needs of our students,” Professor The Hon. Bill Shorten, Vice-Chancellor and President said.
“This is about sending a clear message to our future students that no matter where you’re starting from, you can find your place, your people and your path at UC. It doesn’t matter if you are the first in your family to come to university, if you’ve grown up in a regional community, or faced hardships. Our U CAN campaign shows people across Australia that UC will back them because we believe in their potential.”
U CAN will be the first significant shift in brand positioning for the University in over a decade. It has been developed on the foundations of research commissioned by the University in 2025 that explored the current state of the sector and the attitudes of those looking to participate in higher education.
“Amid plateauing domestic enrolments, digital disruption, and rising scepticism of higher education, it is time to lead the charge and illustrate that there is a positive experience waiting at UC,” said Professor Shorten.
“This campaign has been shaped by what prospective students told us they want from a university: support, flexibility, authenticity and a place where they feel seen. It is not based on assumptions, rather on a clear and definitive understanding of what future UC students want in a university and how they want to shape their studies around their life circumstances.”
The research confirmed some of what UC already knew. That there is a hunger for communitarian values and that institutions need to recognise students for the individuals that they are, not just a number.
“Adopting a communitarian position means that UC is holding up a mirror to the world and championing a progressive, inclusive experience and, to be honest, it’s about time,” said Professor Shorten.
The campaign was created within the University’s existing marketing budget allocations for 2025 and 2026, with the intent to bring innovation and a ‘U CAN’ expression internally first to ensure its delivery. The campaign has maximised existing marketing and advertising spend to facilitate an expansion into metropolitan markets such as Sydney. The total expenditure for the campaign being rolled out in 2026 was $2.7 million.
According to the Australia Institute’s 2025 report on universities marketing and advertising spend (read here), UC was ranked the lowest. Even with the current shift in brand position, UC is expected to remain amongst the lowest ranked universities for marketing and advertising spend in 2026.
The campaign will be featured across multiple channels including television, social media, digital screens and Out of Home (OOH) formats including billboards, bus wraps and street signage.
“The campaign speaks to our school leaver market as well as adult learners who may be looking to advance their career opportunities, expand their businesses or change careers. Whether you are 30, 40 or even 70, UC can make those dreams a reality.
“Another big part of the campaign is helping people realise that recognition of prior learning will mean they can earn a degree at UC cheaper and faster,” Professor Shorten said.
The campaign comprises six case-studies, each based on the stories of UC alumni and students. Stories that illustrate real life circumstances and true grit. Some have overcome significant obstacles to attend UC, others have taken the opportunity to advance their careers or have been first in their family to complete a degree.
One of the featured stories is that of Dion DeVow a proud First Nations man and an UC alumnus who said it was an absolute honour to be a part of the campaign.
“As a former student and proud alumnus of UC, sharing my story brought me full circle. It gave me a chance to reflect on my journey, and it felt like giving back to the community that shaped me,” said Mr DeVow.
“Broad representation in advertising matters because it ensures people see themselves. When we include diverse stories, we create a sense of belonging and open doors for others to feel they too can be part of the story.”
Creative agency Born was appointed to bring the campaign to life following a transparent pitch process. Initial feedback and testing of the campaign returned positive results, with 70 per cent of respondents saying the campaign makes them want to study with UC.
“At Born, we’re interested in stories that actually matter. The higher education sector has spent a long time hiding behind the nonsense performance of prestige, but our research showed that people are increasingly cynical of that traditional version of success. They’re looking for a narrative that recognises their individualism and offers a genuine sense of belonging,” said David Coupland, Co-founder and Strategy Director of Born.
“We are incredibly proud to partner with a university that was willing to be brave and authentic and lean into something more real. U CAN is a commitment to a more human way of learning, and we’re so incredibly thrilled to help UC lead that change.”