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Raising hearts and minds


More than 18 months in the making and with input from a wide range of stakeholders, Catholic Education SA’s new tagline has come down to just four powerful words. 

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The ‘Raising Hearts and Minds’ campaign was launched last month and is receiving positive feedback from students, parents and staff who believe it hits the mark in capturing the essence of what Catholic schools do.

Next term the tagline will become more well known in the wider community as CESA features it on billboards, bus shelters and general advertising in the media.

With more than 46,000 students and 6000 staff at its 101 schools, the CESA project team always knew it was going to be a complicated task to find a catchy new phrase that would cover the many offerings of Catholic education.

Communications and Public Relations manager Shannon Short said the lengthy development process had definitely been worth it.

“After 18 months of workshops, surveys and discussions, we were so excited to launch our new Raising Hearts and Minds campaign as part of Catholic Education Week,” she told The Southern Cross.

“These four words sum up what Catholic schools do and how we make a difference in the lives of young people.

“We would like to thank the collective voices that have influenced and informed the development of this new campaign.”

CESA worked with the creative team at brand agency, Nation, to develop the campaign and also produce a promotional video that was released during Catholic Education Week.

In what was a true collaboration of people involved with Catholic education, the video features St Michael’s College 2019 graduate Matthew Monti singing You Raise Me Up.

Accompanying Matthew on keyboards is Pamela Buccini, who has been with the Catholic Schools Music Festival for 21 years, and sound technician Scott Illingworth and his assistant who were both old scholars of Sacred Heart College.

“This truly was a coming together – or a ‘raising up’ – of a wonderful group of old scholars to celebrate what it means to be part of a Catholic school in South Australia,” Shannon said.

Since the video was posted on Facebook it has received more than 900 views and Shannon said it had been one of CESA’s most shared posts.

For Matthew, providing the vocals for the video was a “special way” to say thank you for his Catholic Education.

“Without the Catholic Education system and especially St Michael’s who nurtured me and all the other arts students, I don’t think I would be the person I am today,” he said.

“It was oddly surreal how well everything went in producing the video … it was a great day for everyone who put it together and I was really happy with the finished product.”

Matthew said he had received a lot of positive comments and was chuffed to hear that St Michael’s had played it at a recent Mass.

“My Mum was also super proud and she has been sharing it all over Facebook,” he laughed.

Due to start a Bachelor of philosophy, politics and economics at the University of Adelaide in the middle of this year, Matthew said he was hoping to continue his association with the “Catholic Education family” by volunteering at St Michael’s music department.

He was also honoured to be asked to sing at the funeral of former Xavier College principal Lynn Martin last month.

“The family had seen the video and wondered if I would sing and it was a honour to pay my respects in that way.”

Click here to watch the video.


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