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“Be The Change”

“Be The Change” Student Recruitment Campaign

Year: 2021
Award Level: Bronze
Award Winner(s): University of East London
Award: Circle of Excellence
Category: Marketing | Campaign | Student Recruitment
See award-winning campaign
From the Nominator

Taking place in the autumn of 2020, this campaign needed to address the global context that dominated everyone's daily lives. Rather than ignore our students' concerns about the future, we decided to address them head-on, adapting our successful “Be The Next” campaign to “Be The Change,” foregrounding a positive message about education, and addressing the impact of the pandemic on teaching. We wanted to invite young people to think about their career aspirations in relation to broader social themes, and show how we were changing our approach to education as a university through digital innovation. We aimed to make this bold statement while still communicating the tangible benefits of studying at the University of East London, being authentic in our approach, and addressing practical concerns about online learning and campus safety, using informative content.

The “Be The Change” campaign made a real statement, and had a significant impact on the institution. The University of East London saw year-on-year increases in metrics, as well as exceeding targets and outperforming competitors in a volatile and uncertain climate.

From the Judges

The university did a great job featuring the videos on their website. It was impressive they increased applications over 17% during this very trying time. The messaging "Be the Change" really tied in with the generation. Nice way to build upon the earlier "Be the Next" campaign. All of the headlines were a call to action. It was impressive to see the direct correlation between the success of the campaign and progress toward meeting institutional goals. The very authentic and emotionally driven videos that spoke to the type of student who will thrive here stood out.

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    Join us at CASE Academy and unlock the leader within you. At this exclusive online course,  you’ll embark on a learning journey alongside colleagues from diverse advancement disciplines.

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    Advancement Resource Catalog

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    Visit the CASE Library's database and search through more than 15,000 articles, books, and white papers. Start your search.

  • Insights
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    • CASE Global Reporting Standards

    CASE Global Standards

    Global Standards

    Learn about the common set of standards, guidelines, and definitions for reporting the results of educational philanthropy activities at schools, colleges, and universities across the globe.  

  • Awards
    • Circle of Excellence
    • Global Individual Achievement Awards
    • Independent School Awards
    • Individual Achievement Awards
      • Distinguished Service Awards
      • CASE Leadership Award
      • Previous Winners
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    • CASE Commonfund College and University Foundation Award
    • Award Recipients

    Circle of Excellence Awards

    COE

    CASE’s annual Circle of Excellence Awards showcase outstanding work in advancement. Meet our exceptional award winners.

  • Connect
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    • Volunteer
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    Educational Partners

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    Meet CASE's Educational Partners - industry thought leaders working with CASE to strengthen schools, colleges, and universities.

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    Career Central

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    Visit CASE's Career Central to build your team or look for new career opportunities. 

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    CASE Future Fund

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    In celebration of CASE’s 50th anniversary, CASE is proudly establishing the Future Fund – a visionary philanthropic initiative poised to support and shape the future of the advancement profession. Support the Future Fund. 

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    Strengthen your advancement operation, including the latest research and trends in advancement, career and professional development programs, and publications. 

    See all membership benefits and contact us today! 

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