Media Release

Newsroom Releases 2014 April JCU gets behind new ‘keep it clever’ campaign

02/04/2014
JCU gets behind new ‘keep it clever’ campaign
JCU today leant its support to a new national campaign to build public awareness of university education and research, to ensure Australia is not left behind in an increasingly competitive global environment.

JCU gets behind new ‘keep it clever’ campaign

JCU today leant its support to a new national campaign to build public awareness of university education and research, to ensure Australia is not left behind in an increasingly competitive global environment.

The innovative campaign uses an imaginative creative concept to deliver a serious message and includes a web film, print, digital, outdoor and national television advertising.

It is themed “Keep it Clever”, so that Australia is not left behind.

James Cook University Vice Chancellor, Professor Sandra Harding said the campaign was needed to ensure all Australians were aware of the critical role played by universities in providing education, research and innovation to keep Australia ahead.

“To remain competitive, our workforce will demand more qualified graduates, our economy will rely on the creation of new companies, industries, jobs and opportunities that can only come from a strong university sector,” Professor Harding said.

“Highly skilled graduates are what our economy needs to prosper as global competition intensifies.”

“Australian universities give back to the country in countless ways. University research and innovation continues to put Australia on the world stage, and international education is our biggest export besides resources. Universities employ over 110,000 people and directly contribute over $23 billion to our GDP,” Professor Harding said.

An independent study released last year showed that JCU contributed almost 600 million dollars to the economies of northern Queensland in 2012.

More than 4800 full-time equivalent jobs were created either directly or indirectly, and only 40 per cent of these were at the university itself.

Professor Harding said the campaign was a timely reminder of the importance of public investment in university education and research.

“We know that investing in our universities is investing in Australia’s future, yet in recent years investment in universities and students has been cut by billions of dollars,” Professor Harding said.

“When we underinvest in universities, we put at risk the national productivity growth, industrial diversity and long-term economic transformation required to ensure Australia remains competitive in the future,” Professor Harding said.

Currently, Australia sits in the bottom 20 per cent of advanced economies for public investment in universities. The latest figures show our public investment in tertiary education as a percentage of GDP is ranked 25th out of 30 advanced economies.

You can access the campaign, where you can sign a petition and show your support, at keepitclever.com.au or facebook.com/keepitcleveraus

For more information contact:

JCU Head of Media and Communications, Richard Davis

(07) 4781 4822

0413 451 475

Issued: April 2, 2014