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A campaign to encourage students to recognise and report harmful behaviours on campus.

University of Central Lancashire

The University of Central Lancashire asked us to create an awareness campaign to educate students about harmful behaviours.

The campaign needed to clearly identify what a healthy relationship looked like and empower victims to seek help and report bad behaviour, clearly signposting to the support available through the University’s ‘Report and Support’ tool.

The audience for this campaign was very broad - comprising a range of experiences, locations (on campus or commuters), cultures, ages, sexual orientations and gender identities. The audience also consisted of victims, bystanders and perpetrators. This presented a challenge when creating a campaign concept that would discourage problematic behaviours as lived experience varied significantly. Our campaign needed to focus on the following four harmful behaviours: harassment; domestic violence; sexual violence; and abuse.

A campaign to encourage students to recognise and report harmful behaviours on campus.

University of Central Lancashire

Project summary

  • Research and insights
  • Messaging development
  • Concept development
  • Digital design
  • Graphic design


We ran a workshop with the wellness team to understand the issues students were facing and the user journey to the University’s Report and Support tool. From this, we discovered that incidents could take place in a variety of places, including on-campus, the surrounding night life, on social platforms and inside their own homes. The timeframe could also be a one-off experience or a sustained routine of harmful behaviour, and the perpetrators could either be acting independently or as part of a group.

To successfully engage a multi-demographic audience, we knew it was important to use simple, colloquial language - to make the campaign relatable. We developed a concept that centred around the idea: ‘when it feels wrong, it’s wrong’.

This statement enabled us to speak to our wide audience group by acknowledging that most of us can identify when something feels wrong – whether you’re the victim, a bystander or even the perpetrator forced to consider your own actions. We wanted this campaign strapline to act as a prompt for our audience to trust their inner voice and speak up. We then drew up a comprehensive messaging framework that tackled each of the different audience groups and harmful behaviours.

One of the creative challenges we had was to make sure the campaign wasn’t triggering or offensive. For this reason, we stayed away from images and character illustrations and opted for a bold textual based style. The idea was that the headline message represented the ‘inner voice’ of the audience member who recognised a situation was wrong. The following message was the validation statement from the University, along with a practical call-to-action of where to seek support.

We rolled out the concept across a range of online and offline touchpoints, including digital screens and printed posters, campus dressings, student email communications and student intranet sites. Each of these assets was both visually and technically accessible. We also provided the University with a campaign toolkit which included guidance around accessible colour pairings.

Mock ups of the campaign posters.


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 also took home the award for 'Campaign of the Year' in the Educate North Awards 2024.



"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

The campaign toolkit we designed.