Communicate with regional young people and their families about changes to student income support
Radio and online advertising that appealed to the emotional benefits of the reforms, for both students and their parents. This was not a government ‘sell’. It was a message to students and parents, for which a genuine and relatable concept, tone and delivery were imperative.
The campaign had an impact on behaviour and intentions amongst those it reached. In particular, it increased intentions to study away from home from 28% to 41%.