Due to redevelopment of the Students’ Union site and movement into their temporary building, without the Mandela Hall, their traditional Freshers’ offering needed to change. Where they had previously been reliant on events to push the Students’ Union service offerings, they needed to move these online and across campus. They still wanted to create a campaign that captured the buzz during the two week period and use to position the Students’ Union services.

‘Be You’ empowered students’ to ‘Be the person they always dared to be’. The campaign included a fun 32 page newspaper print publication packed full of students’ own personal stories of how the Students’ Union helped their personal development; quizzes; aspiring messages; and tips on how to get the most out of their university experience. The campaign also included ambient media across campus, a dedicated custom built microsite, and a targeted smart email campaign.