At the nexus of learning and innovation
August 14, 2:00 pm

Tuesday 14 August 2018 from 2.00-3.30pm
in Room 612, Education Building A35, University of Sydney

Promoting education: The Lead My Learning Campaign, a CRLI seminar with Nyssa Murray and Valerie Harwood


Tuesday 14 August 2018 from 2.00-3.30pm
in Room 612, Education Building A35, University of Sydney

In this presentation we will describe how we adapted and implemented social marketing techniques to develop new approaches to the promotion of education in contexts of educational disadvantage/s. It will include explanations of the Lead My Learning campaign (

  • Room 612, Education Building A35
  • Tuesday 14 Aug 2018 from 2.00-3.30pm (join us from 1.45 for a coffee)
  • No registration needed, just come on the day
  • This seminar will be recorded

Building on recent scholarship in social marketing that has sought to think through interdisciplinary connections with the critical social sciences as well as with the new work arguing for decolonizing approaches in social marketing research with Aboriginal people (Madill, Wallace, Goneau-Lessard, Stuart & Dion 2014), this project was guided by Aboriginal research protocols (Murray & Harwood, 2016). Recent scholarship in social marketing includes the work on social countermarketing by Bellow, Bauman, Freeman & Kite (2017) and the insightful analysis by Gordon, Russell-Bennett & Lefebvre (2016) that makes the case for the importance of interdisciplinary efforts that engage understandings from ethnography (Brennan, Fry, & Previte, 2015) and political philosophy.

This presentation describes how social marketing can be employed together with critical practices that engage with the substantive issues that contribute to the production of inequality. By paying close attention to considerations of culture and relationships with Aboriginal people, social marketing was used in the Lead My Learning campaign to address issues of widening participation, and this involved using cultural and social marketing approaches, ‘from the ground up’ (Murray & Harwood, 2016). Theoretical and practical concepts will be explained using the authors’ research with parents of young children - parents who themselves have had difficult experiences with school education and who, while valuing education, are not connecting with institutional education and educational futures in ways that are the most effective for their children.



NyssaNyssa Murray is a proud Dunghutti women who is the Project Manager for the ARC Future Fellowship project ‘Getting an early start to aspirations: Understanding how to promote higher education in early childhood’ at The University of Sydney. Nyssa’s work on the project includes research, community relationships, and marketing design for the Lead My Learning educational futures campaign.



Professor Valerie Harwood is a Professor of Sociology and Anthropology of Education, Sydney School of Education and Social Work, University of Sydney, an Australian Research Council Future Fellow 2014-2018 and an Honorary Professorial Fellow, Australian Health Services Research Institute (AHSRI), University of Wollongong. Valerie’s research is centred on a social and cultural analysis of participation in educational futures.