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New ‘My Australia’ social media initiative

28 Jun 2021

Austrade’s #MyAustralia social media initiative builds on a new collection of student stories published at the Study Australia website and via social channels. The stories, produced in collaboration with the Study Australia Partnership, showcase positive student connections with the Australian community, peers and employers. You are invited to share and contribute student stories for our global audience.

Promoting Study Australia

Study Australia, incorporating study in, with and by Australian education, training and research, is now the name of our website and a new Nation Brand-aligned wordmark. Australia’s Nation Brand adopts a multi-sector approach using People, Place and Product as messaging pillars. For more information, please see our recent three-part MIP series (part one, part two and part three).

Promotional context

Australia has a large cohort of international students still onshore, needing ongoing support, and a large cohort of students offshore, studying online but seeking to return to (or commence studies) on campus in Australia.

To support our students onshore and offshore, Austrade has continued to use the Study Australia website to aggregate and disseminate student support service information and used our communications channels to share students stories of resilience and connection.

Messaging

While the timing on travel restrcitions remains uncertain, something we have been able to say with certainty to our student audiences is that we really care about them — that they are cherished community members, friends and contributors.

Our recently-released MyAustralia social media initiative is the result of a collaboration with the Study Australia Partnership (comprising Austrade and all state and territory study destination agencies) to develop a collection of international student stories that showcase positive connections with the Australian community, peers and employers.

Since going live in May 2021, MyAustralia video and editorial content has already reached over 77,490 people organically across Study Australia Facebook and Instagram channels.

Get involved

MyAustralia builds on the 2020 approach of #inthistogether by providing a baseline of content for you to share via your channels. It also offers you the opportunity to contribute your own stories for global promotion via Study Australia channels.

Please view our current collection of MyAustralia stories, shared globally via Study Australia website and social channels.

To get involved, share your stories via the hashtag #MyAustralia or contact Ellen Axford — Social Media Advisor, Austrade Brisbane for more information.

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