Each year TRB’s Outstanding Radio Creative Awards is expanded to a student competition across AUT University and Media Design School’s Advertising Programs.
Previously a hypothetical exercise, in 2022 students have been provided with a live brief to create an audio campaign for the Mental Health Foundation of New Zealand.
Says Kate Humphries, programme leader – Graduate Diploma of Creative Advertising at Media Design School: “TRB have really upped the ante on the Student Orca brief this year, because for the first time in this competition that the students have a live brief. So, over to you teams- just make sure it’s super engaging, informed by relevant insight, a bloody clever idea and that the writing is superbly crafted. No pressure (apart from the ones that professional creatives face every day in the real world).”
Says Jo Page, Advertising & Brand Creativity lecturer, AUT University: “The AUT Advertising and Brand Creativity students are stoked to have the chance to flex their radio-writing muscles and work on a brief for the Mental Health Foundation. It’s a deliciously chewy task and the discussions and insights that have popped up in class have taken them into unexpected creative realms. Radio lets you do so much without spending a fortune and they’ve risen to the challenge admirably. The teaching team (Dan Fastnedge, Jo Page and Matt Halliday) are immensely grateful that the students can enter such a highly regarded competition.”
The winning campaign will air across commercial radio stations later in the year. The winners will also receive a cash prize, ORCA trophy and an invitation to the wider ORCA celebration.
Says Renee Fox, communications and marketing specialist, Mental Health Foundation of New Zealand: “The Mental Health Foundation is incredibly humbled and excited to be a part of the student ORCA initiative – we’re looking forward to seeing what the fresh talents can produce.”
Student ORCA winners, along with wider ORCA winners will be announced in August.