The º£½ÇÉäÇø’s (UC) new brand campaign – U CAN @ UC – will go live from Sunday, 5 April across major broadcast, digital and outdoor channels including television, social media, digital screens and Out-of-Home formats such as billboards, bus wraps and street signage.
The campaign positions UC as a university that actively champions community values, real-world capability and personal achievement, a place where people from all backgrounds can thrive.
“The doors to education should be open to everyone with the drive to learn and who want to think for themselves, especially those with the heart and aspirations to have a go, or get a better job,” said Professor The Honourable Bill Shorten, Vice-Chancellor and President. “UC is built on genuine connection and a commitment to meeting our students’ needs, and our campaign shows people across Australia that UC believes in their potential and we will back them.”
The campaign will also run on Sky News Australia, the most significant partnership the network has undertaken with a university that leverages its strong regional audience.
“We are proud to partner with the º£½ÇÉäÇø on their latest brand campaign, the most significant partnership our network has undertaken with a university, that leverages our broadcast and digital platforms to reach those living in the suburbs and regions of Australia who may be considering higher education options or looking to advance their career,” Paul Whittaker, Chief Executive Officer, Sky News Australia said.
“As our 2026 Audience Study results showed, our viewers are inherently curious, engaged, and active seekers of information with 25% considering investing in educational services within the next six months.”
Commenting on the inclusion of Sky News in the advertising mix, Professor Shorten said the network may not be an obvious choice for some in the sector, but their regional footprint made it a compelling platform for UC.
“Access to university should not be limited to a select few. We have an obligation to reach Australians where they live and make university truly accessible,” said Professor Shorten.
“The campaign speaks to school leavers as well as adult learners seeking to advance their careers through study or research, expand their businesses or change careers. Whether you are 30, 40 or even 70, UC can make those dreams a reality.
“A big part of the campaign is helping people realise that recognition of prior learning will mean they can earn a UC degree faster and more affordably,” 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.
This campaign is the first significant shiftin brand positioning for the University in over a decade.
“Amid plateauing domestic enrolments, digital disruption, and rising scepticism of higher education, it is time to lead the charge and let people know that there is a positive experience waiting at UC,” said Professor Shorten.
Shaped by what prospective students told UC they want from a university: support, flexibility, authenticity and a place where they feel seen; the campaign is based on a clear and definitive understanding of what future UC students want in a university and how they can shape their studies around their life circumstances.
“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.
Where will you see the campaign
The campaign centres on three core pillars: video, digital and °¿³Ü³Ù‑o´Ú‑H´Ç³¾±ð.
Video
- Linear TV: Channel 9 and Channel 10 across Metro Sydney, plus WIN (9) and SCA (10) in Southern NSW, and Sky News Australia
- Broadcast Video On Demand (BVOD) and Connected TV (CTV): 7+, 9Now, 10Play, HBO Max, Paramount+, and Samsung TV
- YouTube
Digital
- Display on websites such as news and weather sites
- Meta (Facebook and Instagram)
- TikTok
- Spotify (audio)
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- Major retail shopping centres in ACT and Sydney
- Office towers across ACT and Sydney
- Sydney rail and bus stations
- ACT light rail stations
- Large‑format roadside digital billboards (Sydney, Melbourne and Canberra)
- Street posters (Sydney)
- Regional NSW billboards (Wagga Wagga, Griffith, Yass, Goulburn and Federal Highway)
- Bus wraps (Canberra)