Monash University

The client

Monash University is Australia’s largest university — a hub for big ideas, bold research, and the next generation of leaders. Consistently ranked number one in Australia and amongst the top ten universities worldwide, Monash is known for its innovation, impact, and globally diverse curriculum. From addressing climate change to advancing social progress, it’s shaping a better future — not just locally, but on a global scale.

The brief

For World Teachers’ Day, Monash University’s Education Faculty wanted to celebrate the people shaping future generations — our teachers. They partnered with us to create a social media campaign that thanked educators and highlighted the vital role they play in our lives. With 71% of teachers feeling undervalued, despite 93% of Australians trusting them to do a great job, the campaign set out to shift perceptions and give teachers the recognition they truly deserve.

The solution

We knew this campaign had to go beyond the usual social media playbook. To genuinely connect with parents, students, young people, and the media, we built a strategy that made room for real, heartfelt stories.  Using Facebook, Instagram, LinkedIn, and YouTube, we amplified the conversation, making sure the message reached people across platforms and generations. 

Through social media listening, we discovered powerful stories, like that of Mrs. Baldry, the primary school teacher who encouraged Cathy Freeman to chase her dreams in athletics. Her story became the heart of the #ThankYourTeacher message — turning appreciation into a movement.

The result

The storytelling approach struck a powerful chord. Thousands of Australians joined the conversation, sharing heartfelt messages of thanks and turning the campaign into a nationwide celebration of teachers. These personal stories became the foundation of our PR strategy, helping us pitch to mainstream media and ignite even bigger conversations about the value of educators.