Uni Queensland has a new branding statement for student recruitment and research promotion, “every known starts with an unknown.”

No, it won’t be confused with the wretched Donald Rumsfeld’s (forgotten him? – very wise), insight, “there are known unknowns.” The university’s target audience was barely born when he was making a hash of the US occupation of Iraq.

The Uni Queensland message extends its “own the unknown” recruitment campaign that started last year. The new TVC begins by warning “our future is full of unknowns”, and urges young people “to discover everything there is to know about them.” And, what do you know! Uni Queensland can help. “When you learn from the best teachers in the nation you will be prepared for your first job and beyond.”