Influencing societal change

How we helped University Alliance influence MPs and policy makers by sharing the unique contributions their universities make to society

A man standing within an Engineering environment

At a glance

Influencing at policy level

Connecting through storytelling

The post-Covid UK recovery

Making the voice of universities heard

University Alliance represents professional and technical universities in the UK. And it wanted a campaign to highlight the valuable role of its member universities in the UK’s recovery from Covid. Against a backdrop of increased political hostility towards the HE sector, we needed to inspire and influence politicians, policy makers and other key stakeholders.

We needed to tell an inspiring story

University Alliance used public polling to identify key themes and inform a messaging hierarchy. We then used this to inspire the creation of a visual identity. Ultimately, our role was to tell a story about the value of these universities, using compelling content to reach and influence the right people.

Here’s how we brought the story to life

We developed a hero video to deploy across digital and social channels. This video was designed to strengthen University Alliance’s position within the sector and grab the attention of key decision makers.

We also tailored our messaging to support the key themes identified during the public polling, such as the NHS, communities, business and growth, and research and innovation.

Uniiversity Alliance Social Posts visuals

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Our campaign influenced real change

As well as eliciting positive reactions from MPs, our campaign boosted awareness of University Alliance - and the incredible contribution its members make - among the people who matter. In fact, University Alliance were so pleased, they asked us to develop some further messaging around climate change for COP26. The campaign did such a good job, four more universities joined the Alliance, increasing their membership from 11 to 15.

Front cover mockup of the university Alliance brochure

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