After seeing the devastation inflicted on universities by the Russian invasion of Ukraine, Universities UK International – a sector body representing 140 UK universities – helped develop twinning partnerships between UK and Ukrainian institutions, providing vital sector support. UUKi developed the #TwinForHope campaign, to tell the story of the initiative, inspire more universities to join, attract funding and improve the UK public’s perceptions of UK universities. This campaign exceeded all of its objectives, delivering 100 partnerships, £5m of funding, and a 36% uplift in positive public perceptions towards UK universities. Hear how the campaign was developed, delivered and what lessons were learnt.