With an increasingly negative narrative forming in the British media around the perceived value of higher education, it’s become paramount to tackle these perceptions head-on in a way that turns the benefits of attending university into a compelling story - bringing them to life.
We created the “They said” concept which allowed the campaign to infiltrate the bigger conversation by addressing the negative ‘they’ persona, whilst creating a tone of advocacy for students to own and stand up for their achievements.
It was important that the campaign was honest and authentic. Universities across the UK were invited to share their graduate success stories, finding students who represented a variety of courses and had their own ‘they said’ message.
Getting the story out there
With a mobile-first mentality in mind, all the creative assets were filmed vertically to inspire user-generated content - designing the creative assets to echo the style of an Instagram story, amplifying the reach further through organic content sharing.