Griffith University is on a mission to educate students about the value of knowledge. And it has signed up its top researchers and science advocate-comedian Lawrence Leung to help spread its message.
Its “Know More. Do More.” campaign for television, social media and the web will be launched at the University’s Open Day on Sunday, August 14 by Vice Chancellor Professor Ian O’Connor.
Professor Ian O’Connor said Griffith had been rated a Top 10 Australian research university* and needed to convey what that means for its 43,000 students and 120,000- graduates world-wide.
“Research is the way we advance the body of knowledge – on a personal or collective level,” Professor O’Connor said.
“And knowledge is everything. It gives you a head start and stays with you – whether you want to save the world or just get a good job.”
He said the University had asked some of its most distinguished researchers to be interviewed by Leung.
“I’m delighted to say they signed up unreservedly,” Professor O’Connor said.
Television spots featuring high-profile malaria researcher Professor Michael Good, leading criminologist Professor Paul Mazerolle and geneticist Professor Lyn Griffiths will air from Sunday, August 14 on Brisbane and Gold Coast stations.
The spots — produced by Brisbane agency Junior — were shot on a red couch incongruously perched in real research field locations such as Vanuatu and Norfolk Island and in one case, symbolically in Brisbane’s infamous and now defunct, Boggo Road jail.
Other media such as a dedicated website, light projections and student videos — filmed on red couches — will reach audiences in locations around its five campuses and internationally.
Leung, currently performing his live stand-up show to sell-out audiences in London’s West End, said he was delighted to be part of it.
“As a psychology graduate and documentary maker, science and knowledge is what I’m passionate about. By joining this campaign, I hope to encourage the future minds of research so one day at least one them can build me a jetpack,” Leung said.
Professor O’Connor said the main message was you will know more, be better educated, and be in a position to do more with your life if you study at an innovative research university like Griffith.”
Griffith’s External Relations Director Meredith Jackson said the campaign had taken on the promotion of knowledge and learning per se: “Griffith is of course saying ‘study with us’, but more than that, we are saying ‘get the right sort of education’ — so it’s part advertising, part information.”
Lawrence Leung’s second television series Lawrence Leung’s Unbelievable aired recently on ABC television.
For more information visit — http://www.griffith.edu.au/knowmore
- Analysis of the Excellence in Research for Australia National Report 2010.