Griffith University

In South East Queensland Griffith University was perceived as the "third" university behind UQ and QUT. In fact Griffith was established by an act of parliament with a clear and distinguishing set of values. These values were being pursued on a daily basis at Griffith and to an internationally recognised standard. To change perceptions we took these values to the market. The results demonstrate without doubt, the value of values.

Within 12 months Griffith was ranked equal first with UQ and QUT. Staff morale soared and the campaign took on a life of its own through media coverage and appearances from presenters featured in the campaign, including Ruben Carter’s electrifying address at Brisbane Convention Centre that drew over 3500 school students and their teachers.