When it comes to tackling the pervasive issue of harmful behaviour on campus, the University of Central Lancashire knew they needed to approach things differently.
They came to us with a clear challenge.
They wanted to raise awareness among a diverse student audience and empower victims, bystanders and even potential perpetrators to recognise and report abusive behaviour.
Our campaign revolved around a straightforward message: “When it feels wrong, it’s wrong.” This was more than a catchphrase; it became a conscience-check for students, encouraging them to trust their instincts and, crucially, to act. We crafted messaging that resonated across multiple identities, life experiences, and relationship types, breaking down complex ideas of abuse and harassment into an accessible and non-triggering visual language. This choice of a text-driven, bold style avoided imagery that could inadvertently alienate or upset people.
To amplify our reach, we took this campaign onto digital screens, posters, campus spaces, student emails, and the university’s online platforms. We also provided the University with a campaign toolkit, empowering them to continue their own rollout in-house.
Winner
Silver: Best Student Engagement Initiative
2024
The campaign ran for a six-month period and achieved fantastic results. According to an attitude and awareness study – carried out on a sample group of students on the Preston campus – there was a 81% increase in the use of the ‘Report and Support’ tool, against an initial target of 20%. And 52% of students were aware of the campaign, against a target of 50%.
When these students were asked if they believed whether the campaign would prompt a victim to act, 66% said yes.
This hard-hitting campaign was crowned Silver at the Heist Awards 2024 for ‘Best student engagement initiative’ and also took home the award for ‘Campaign of the Year’ in the Educate North Awards 2024.
81% increase in use of tool
66% students would act
Multi-award winning work
“It has been fantastic to work with you on this campaign and we really appreciate you bringing our difficult messages alive in such a creative and impactful way.”
Senior Internal Communications Officer, University of Central Lancashire
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