Great advertising doesn't just sell, it changes behaviour

13 Oct 2026
12:00pm - 01:00pm
FREE
Online

The most effective advertising does more than capture attention – it changes the way people think, feel and act.

In this masterclass, you'll explore how strategic advertising combines creativity, behavioural science and audience insights to influence decisions and create meaningful impact.

Hear from RMIT academics, current students and industry partners as they share real-world perspectives on developing campaigns that solve business and social challenges.

Discover how RMIT's industry-connected approach prepares graduates for careers in advertising and strategic communication.

What to expect

In this masterclass, you'll explore:

How advertising strategy influences behaviour and drives meaningful change
How creativity, audience insight and behavioural science come together to shape effective campaigns
Insights from RMIT academics, current students and industry partners about real-world advertising practice
How RMIT''s postgraduate advertising programs can help you develop the strategic and creative skills to thrive in the communications industry

Join Dr Allyson Crimp and Trâm Phan on Tuesday 13 October to discover how strategic advertising can influence behaviour and create real-world impact.

Register now to save your place and explore how RMIT's industry-connected approach prepares the next generation of advertising professionals.

Speakers

Dr Allyson Crimp

Dr Allyson Crimp is a lecturer and researcher in advertising and strategic communication at RMIT University. Her expertise spans advertising strategy, consumer behaviour and behaviour change communication, with research focused on how communication can create positive social impact.

Through her teaching and industry engagement, Allyson helps students develop the strategic thinking and creative problem-solving skills needed for today's communication industry.

Trâm Phan

Trâm Phan is an advertising and communication professional with experience developing insight-led campaigns across industry and higher education.

As an educator at RMIT University, she combines practical industry knowledge with contemporary communication theory, helping students understand how strategic thinking, creativity and audience insight come together to influence behaviour and drive meaningful outcomes.

Register now

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Acknowledgement of Country

RMIT University acknowledges the people of the Woi wurrung and Boon wurrung language groups of the eastern Kulin Nation on whose unceded lands we conduct the business of the University. RMIT University respectfully acknowledges their Ancestors and Elders, past and present. RMIT also acknowledges the Traditional Custodians and their Ancestors of the lands and waters across Australia where we conduct our business - Artwork 'Sentient' by Hollie Johnson, Gunaikurnai and Monero Ngarigo.

Learn more about our commitment to Aboriginal and Torres Strait Islander peoples

Great advertising doesn't just sell, it changes behaviour