Open University ⎯ Opportunity, Open to All
Where ambition meets flexible learning
Government & Public Sector
Brief
The Open University, a globally recognised leader in higher education established by Royal Charter, has been pioneering distance learning for over 50 years, delivering exceptional teaching and support to students across the UK and worldwide. Believing that its students are its most powerful ambassadors, the OU launched the Black and Asian Student Recruitment campaign to celebrate and showcase the stories of alumni like Ali, Anushree, and Charlie, highlighting the achievements of Black and Asian students in both on-site and distance learning courses and inspiring greater representation and participation.
Strategy
The campaign strategically combined national and community media to reach Indian, Pakistani, and Caribbean audiences, alongside the wider South Asian and African/Caribbean communities. One key print title per community conducted student interviews to create culturally relevant advertorials, which were adapted and translated across other titles, while radio live reads were delivered in the target languages on both major stations like Sunrise and smaller community stations. This tailored, multi-platform approach ensured maximum reach, cultural resonance, and engagement, positioning students’ stories authentically within their communities.
Results
The campaign successfully reached key South Asian and African/Caribbean audiences while highlighting authentic student stories and the benefits of flexible study. By combining culturally relevant print and radio coverage with real-life experiences, the activity maximized engagement and reinforced The Open University as an accessible and aspirational learning destination.
150+
Community media placements delivered, ensuring broad and targeted reach
+30%
Uplift in awareness among Black and Asian prospective students
3x
Higher engagement with advertorials featuring student success stories compared to standard OU content
More Works
(MRA — 02)
©2024
More Works
(MRA — 02)
©2024
Open University ⎯ Opportunity, Open to All
Where ambition meets flexible learning
Government & Public Sector
Brief
The Open University, a globally recognised leader in higher education established by Royal Charter, has been pioneering distance learning for over 50 years, delivering exceptional teaching and support to students across the UK and worldwide. Believing that its students are its most powerful ambassadors, the OU launched the Black and Asian Student Recruitment campaign to celebrate and showcase the stories of alumni like Ali, Anushree, and Charlie, highlighting the achievements of Black and Asian students in both on-site and distance learning courses and inspiring greater representation and participation.
Strategy
The campaign strategically combined national and community media to reach Indian, Pakistani, and Caribbean audiences, alongside the wider South Asian and African/Caribbean communities. One key print title per community conducted student interviews to create culturally relevant advertorials, which were adapted and translated across other titles, while radio live reads were delivered in the target languages on both major stations like Sunrise and smaller community stations. This tailored, multi-platform approach ensured maximum reach, cultural resonance, and engagement, positioning students’ stories authentically within their communities.
Results
The campaign successfully reached key South Asian and African/Caribbean audiences while highlighting authentic student stories and the benefits of flexible study. By combining culturally relevant print and radio coverage with real-life experiences, the activity maximized engagement and reinforced The Open University as an accessible and aspirational learning destination.
150+
Community media placements delivered, ensuring broad and targeted reach
+30%
Uplift in awareness among Black and Asian prospective students
3x
Higher engagement with advertorials featuring student success stories compared to standard OU content
More Works
(MRA — 02)
©2024
Open University ⎯ Opportunity, Open to All
Where ambition meets flexible learning
Government & Public Sector
Brief
The Open University, a globally recognised leader in higher education established by Royal Charter, has been pioneering distance learning for over 50 years, delivering exceptional teaching and support to students across the UK and worldwide. Believing that its students are its most powerful ambassadors, the OU launched the Black and Asian Student Recruitment campaign to celebrate and showcase the stories of alumni like Ali, Anushree, and Charlie, highlighting the achievements of Black and Asian students in both on-site and distance learning courses and inspiring greater representation and participation.
Strategy
The campaign strategically combined national and community media to reach Indian, Pakistani, and Caribbean audiences, alongside the wider South Asian and African/Caribbean communities. One key print title per community conducted student interviews to create culturally relevant advertorials, which were adapted and translated across other titles, while radio live reads were delivered in the target languages on both major stations like Sunrise and smaller community stations. This tailored, multi-platform approach ensured maximum reach, cultural resonance, and engagement, positioning students’ stories authentically within their communities.
Results
The campaign successfully reached key South Asian and African/Caribbean audiences while highlighting authentic student stories and the benefits of flexible study. By combining culturally relevant print and radio coverage with real-life experiences, the activity maximized engagement and reinforced The Open University as an accessible and aspirational learning destination.
150+
Community media placements delivered, ensuring broad and targeted reach
+30%
Uplift in awareness among Black and Asian prospective students
3x
Higher engagement with advertorials featuring student success stories compared to standard OU content
More Works
©2024