Citizens of Change

Published on January 22, 2021

Our colleagues up at McCann Leeds have partnered with the University of Leicester to launch a thought-provoking new Citizens of Change campaign aimed at inspiring prospective students.

The campaign captures the attention of prospective students by posing the powerful question of ‘What do you want to change?’ It goes onto highlight how the University can help them to change the world.

Georgina Kelly, Director Marketing and Communications, at The University of Leicester, commented: “We’re incredibly proud of our diverse community and are passionate about creating people that go on to change the world. We chose to work with McCann as their approach really captures the true personality and attitude that’s driving young people today, whilst highlighting everything we do here to support them on their mission to create positive change, both now and in the future.”

The creative platform, which will have a lifespan of two years, has been executed across a fully integrated media plan, including TV, OOH, paid social and programmatic audio. McCann also developed a comprehensive Campaign Playbook, detailing all of the different creative and design assets, as well as exemplar sample executions. The Campaign Playbook will be used by the University of Leicester’s internal design studio to develop further assets over the next two years.

Kelly continued, “We’re really excited about Citizens of Change and have no doubt it’s going to prove one of our most impactful campaigns yet. We’re looking forward to continuing to work with McCann to build on the platform and really celebrate the change we can drive together.”

Watch the ad here.