Mission for Earth Habitation
Award: Shortlist
Shortlist / Direct / Acquisition & Retention / 2023
Award: Shortlist
Shortlist / Experiential / B2C Activations
Billionaires want to settle on Mars, but 76% of Gen Z want to save Earth. Knowing students value global progress over personal success, the University of New South Wales gave them a new way of selecting a university – from picking a course to choosing a cause. Howatson+Company identified the causes that Gen Z wanted to support, and then worked with faculty members to understand how different degrees could lead to solutions for those causes. At the open day, the university launched Mission for Earth Habitation – an interactive exhibition and film that analysed Earth’s habitability. Students then picked a cause, learned which courses could help, and began their application.