From the Nominator

The year 2020 offered many unprecedented challenges for the higher education sector, and the COVID-19 large gathering restrictions meant that all graduations were put on hold. Our class of 2020 (18,600 students from UG and PG) were looking down the barrel of not having that celebrated moment of graduating in the iconic Great Hall. To ensure this moment wasn’t lost, we designed a campaign to help amplify this pinnacle step in the student life cycle. #USYDclassof2020 gave our students, plus family and friends, an opportunity to celebrate and be acknowledged for their achievements.  

As part of this campaign, the university decided to host its first ever online celebration. 

On 3 September 2020, nearly 5,500 people around the world tuned in to celebrate the University of Sydney’s graduating class of 2020. The event, live streamed from the University’s Great Hall, was watched concurrently by people from nearly 90 different countries. Hosted by alumnus and YouTube star Eddie Woo, the class of 2020 heard messages from other notable alumni, and enjoyed a live musical performance from indie rock band and alumni, The Jezabels. 

This online celebration gave the university the benefit of an in-person engagement piece, but with the limitless reach of a virtual platform. It was a hit, with positive remarks from attendees and large numbers of students sharing photos from their homes wearing their gowns and celebrating with loved ones via Instagram, Facebook and Twitter. Hashtag #USYDclassof2020 trended on Twitter in Australia, with organic reach through social media totaling 274,615.

From the Judges

This was a lovely example of a virtual graduation, which we loved the addition of the immediate young alumni outreach. The campaign strategy tied nicely together with the overall goals, and we liked the lightness of the graphics for the campaign, which were warm and friendly. The imagery in the Great Hall the day of graduation connected students with symbolic past experiences for what will hopefully remain a lasting memory for each graduate.