The Launch of the U Can Campaign

The University of Canberra (UC) has made headlines with its bold new branding initiative, 'U Can', launched on April 6, 2026. Spearheaded by Vice-Chancellor Professor the Honourable Bill Shorten, this campaign represents a seismic shift in how Australian universities approach accessibility and relevance in higher education. At its core, U Can challenges the traditional image of university as an elite, sandstone-clad privilege reserved for a select few. Instead, it positions UC as a welcoming gateway for everyday Australians seeking to upskill, reskill, or pivot their careers without the burden of exorbitant costs or protracted study timelines.

Bill Shorten, a former federal Labor leader turned educator, unveiled the campaign amid growing skepticism about the value of university degrees. Research commissioned by UC revealed that degrees are perceived as too expensive and too time-consuming, eroding the sector's social license. The campaign's $2.7 million investment—modest compared to peers—focuses on authentic storytelling, highlighting real students overcoming real obstacles. Early testing showed 70% of respondents were motivated to consider UC after exposure.

Bill Shorten's Vision for UC

Since taking the helm at UC in early 2025, Bill Shorten has reshaped the institution's trajectory. Drawing from his political experience, he advocates for 'empathy over elitism', urging universities to stop 'worshipping sandstone' and start serving the 80% of Australians who never envision themselves on campus. Shorten's philosophy emphasizes people over prestige, flexibility over rigidity, and outcomes over tradition.

In his UC Aitkin Lecture on March 12, 2026, Shorten called for a 'fundamental re-imagining' of higher education. He critiqued inefficiencies like treating students as 'blank slates' and proposed competency-based assessments borrowed from Vocational Education and Training (VET). This aligns with UC's 40% first-in-family student body, underscoring the need for inclusive pathways.

Targeting Non-Traditional Students

The U Can campaign zeroes in on demographics overlooked by conventional uni marketing: tradies with years of on-the-job expertise, single parents juggling family and work, migrants leveraging overseas qualifications, regional residents facing geographic barriers, and mature-age learners eyeing career changes at 30, 40, or even 70. Shorten notes, 'No matter where you’re starting from, you can find your place, your people, and your path at UC.'

UC's research highlights a stark divide: only 20% see university as a natural post-school step; the rest view it as misaligned with their lives. The campaign counters this with narratives of grit and triumph, fostering a sense of belonging and authenticity. Expansion into markets like Sydney aims to broaden reach, while internal efficiencies maximize impact.

Recognition of Prior Learning: The Key to Cheaper, Faster Degrees

Central to U Can is Recognition of Prior Learning (RPL), where prior work, life, or vocational experience counts toward degree credits. This transforms a standard three-year Bachelor into a two-year accelerated program, slashing costs and time. Shorten explains, 'We should look at the in-between and give that an academic value. That way, you turn three-year degrees into two-year degrees.'

RPL, formally defined as assessing and accrediting competencies gained outside formal education, is not new but underutilized in Australia. UC commits to streamlining it, saving students thousands in HECS-HELP debt and enabling quicker workforce re-entry. For example, a tradie with a Certificate III in carpentry could credit building skills toward a construction management degree. This VET-higher ed harmonization addresses Australia's 80% tertiary/VET attainment target by 2050.Learn more about UC's RPL process.

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CIT-UC Pathways: A Model for Seamless Transition

UC's partnership with the Canberra Institute of Technology (CIT) exemplifies practical implementation. Announced in October 2025, it offers seven guaranteed pathways in high-demand fields: nursing, government, project management, early childhood education, leadership and management, graphic design, and accounting. CIT diploma graduates (last five years) gain direct entry and up to one full year of credit at UC.

This 'nation-leading' accord, praised by ACT Skills Minister Michael Pettersson, saves thousands in debt and accelerates careers. CIT CEO Dr. Margot McNeill highlights 'clear, accessible routes', while Shorten calls it a 'long-overdue step towards tertiary harmonisation'. Students benefit from blended practical-academic learning, producing work-ready graduates for jobs 'begging' for workers.

Funding Reform: Sovereign Wealth Education Fund

Shorten's ambitious proposal at the Aitkin Lecture: a Sovereign Wealth Education Fund capitalized by a 1% levy on big business profits, generating $5.2 billion annually. Modeled on Norway's oil fund, it would be jointly governed by government, industry, and universities to prioritize national skills like STEM, AI, and healthcare.

This addresses chronic underfunding—public contribution fallen from 90% in 1990 to under 50%—and reduces reliance on volatile international fees. Shorten argues for shared stakeholder risk, not individual debt via HECS, to rebuild the sector's social license amid polycrises.Read Shorten's full funding proposal.

Addressing Australian Higher Education Challenges

Australia's higher ed faces plateauing domestic enrolments, AI disruption, funding shortfalls, and declining STEM uptake. UC's initiatives counter this: competency-based assessments ensure AI-era rigor; 'hub and spoke' specialization avoids duplication (e.g., shared language programs); better casual staff treatment boosts teaching quality.

Shorten warns of eroding trust, with unis urged to prove societal value beyond self-pity. UC's Centre of Public Ideas (COPI), launched March 2026 under Prof. Frank Bongiorno, fosters debate on politics and policy, restoring intellectual diversity.

Stakeholder Perspectives and Early Impacts

Industry welcomes work-ready focus; policymakers eye harmonization. Critics question if shorter degrees dilute quality, but Shorten insists on rigorous outcomes. Early U Can feedback is positive, with UC boosting enrolments despite sector woes. For students, it's transformative: a graphic designer from CIT enters UC with credits, graduates debt-light in two years.THE on vocational pathways.

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Future Outlook for UC and Australian Unis

U Can signals a paradigm shift: from prestige to practicality, exclusion to inclusion. If Shorten's reforms gain traction—specialist hubs, bold funding—Australia could lead in equitable, efficient higher ed. Students gain actionable paths to prosperity; the nation, skilled workforce sovereignty. UC invites all: 'We back you because we believe in your potential.'