With social media increasingly part of daily life, the University of Central Lancashire wanted to raise awareness about the risks students face with their digital footprint.
The focus was especially around inappropriate posts, abusive language and oversharing. The aim was simple but impactful – to get students to think twice about what they share online, highlighting the long-term consequences of impulsive posts and comments.
Our approach focused on delivering this serious message with humour and relatability, designed to engage digital natives across Instagram and TikTok. Recognising that our 18-30 year old audience values individuality, convenience and short-term validation, we began by gathering insights from focus groups and reviewing recent research.
One insight came through loud and clear: while students understood the basics of social media, they often hadn’t considered how today’s posts could affect tomorrow’s opportunities.
This led to our campaign strapline “If you might regret it, forget it”. The campaign’s centrepiece was a series of TikTok-style videos, each telling the story of a relatable digital misstep.
Each scenario were filmed in a relaxed, direct-to-camera style with warm, familiar backgrounds to keep things casual, honest, and very Gen Z.
We packaged this concept in a toolkit for the University’s video team, who brought the campaign to life on social media. Launched in April 2024, the campaign quickly gained traction, achieving over 35,000 organic views and 750 engagements within the first six weeks. With an initial target of 100 website views and a 40% awareness goal, this campaign was well on its way to making students pause and consider their digital footprint.
“Working with Eleven was an absolute delight! Their team seamlessly integrated with ours, ensuring that we stayed on track throughout the project. The entire process was collaborative, and it was clear they valued our input at every stage. We were particularly impressed with how they brought our concept to life in the script and storyboards, giving our videographer the creative freedom to add his own unique interpretation. The final output was fantastic, complete with a great idea and a memorable tagline that truly resonated with our audience. We we’re so impressed with the work that we’ve already commissioned Eleven for three new scenarios. A huge thank you to the team for their dedication and creativity!”
Digital Marketing Manager, University of Central Lancashire
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