The University of Technology Sydney (UTS) Business School has partnered with Affinity to launch a new campaign that highlights the positive impact that business and business research can have on the world. Titled 'This is your business', the campaign is part of UTS's efforts to position itself as a forward-looking and socially committed business school.

The campaign is already accelerating the recruitment of a new breed of business leaders. It encourages prospective students to reassess the social impact they could make through their chosen career in business.

Dean of UTS Business School, Professor Carl Rhodes, said: "For too long business schools have been flag bearers to the most rapacious approaches to capitalism. It is time that changed." He expressed his excitement about the launch of the campaign and its reflection of UTS Business School's operations. "The research and work we do is genuinely exciting and leads to material positive improvements to people's lives. It has been a pleasure working with Affinity on this campaign platform. Their rigorous strategic approach helped us articulate the real problems we needed to address, and the resulting work will no doubt disrupt the category in a positive way," added Rhodes.

"When Carl said, 'We're not producing foot soldiers for capitalism,' he had me," said Affinity's Executive Creative Director, Vaughan Townsend. "It's not often you work with clients who truly want to change a category with courageous work. And fewer still have the resolve to fight for the work to keep the integrity of it intact. So, it was a rare pleasure to collaborate with the UTS on this campaign. We hope it attracts and produces the leaders who will make a measurable difference to society."

CEO at Affinity, Luke Brown, said: "Traditional agency processes and models can often struggle to accelerate business change because the agency often doesn't have agency. And too often agencies don't have any influence over the real problems to be addressed. Our working model is focussed on delivering business change and growth, not outputs. So, it's been deeply satisfying for our team to have worked closely with UTS to help realise the change so needed in the business world."