The Background

Russell Group universities have been under increasing pressure from the UK Government and the media to ensure that they encourage those from less privileged backgrounds to apply for their courses. The University of Cambridge already has a good track record in this area with more than 60% of their applicants coming from state schools.

In addition to a suite of films that aimed to challenge preconceptions of Cambridge's solely elitist appeal, we recommended that the campaign included a brand as well as a central microsite to house the video and other application related content.

The Solution

• Designed an audience friendly campaign brand and look and feel.
• Developed a microsite based on the developed branding to communicate more directly with the desired target audience.
• The site reflected three main calls to action: Back Yourself, Apply Yourself, Be Yourself and housed video, infographics, student blogs and other content created by Contrapositive.
• Site built on WordPress with bespoke tools that allowed the University to push and pull content to and from the social web.
• The same platform was used to power a BeCambridge Facebook page allowing admissions staff to update and amend the content on their area.