IAA ‘Big Idea’
Each year in Australia there are many ‘award’ programs within the advertising and broader marketing communications industry. The IAA ‘Big Idea’ is different in two critical ways.
First, it is a student award competition, designed to foster the talents of the next generation of communication professionals, in line with the IAA’s on-going commitment to professional development. Second, the client is a charity – a not-for-profit organisation that will truly appreciate the ‘pro-bono’ work the student teams produce.
IAA Big Idea not-for-profit clients have consistently acknowledged with gratitude the creativity and high quality of workable ideas they received from the student teams. Since its inception in 2003, clients have included The National Heart Foundation, Foodbank Australia, United Way Australia, The Royal Flying Doctor Service, Habitat 4 Humanity, Adults Surviving Child Abuse (ASCA), Assistance Dogs Australia, Frontier Services, Coeliac Australia, Good Beginnings, Kids Helpline, Legacy Australia and Save the Children Australia.
Students are invited to devise a marketing communications campaign for the designated not-for-profit charity organisation, working in agency-style teams to develop a fully integrated communications solution. In response to the client brief, the teams deliver an end to end plan from the research stage to the creative concept, right through to the final presentation of their ‘Big Idea’. The winning ‘Big Idea’, as well as all the other ‘big Ideas’ submitted by the students, are made available to the client and over the years, a great many of them have been implemented.
The IAA Australia Big Idea is a unique Australian national student competition that provides hands-on integrated marketing communications campaign development experience for students at tertiary institutions and universities in Australia who offer advertising and marketing communication courses. The competition attracts entries from right around Australia and the students that enter each year express their appreciation for the beneficial nature of the program and the valuable career-ready learning experience it offers. The IAA ‘Big Idea’ is designed to challenge students to: