When the University of Warwick launched its new skills certificate, the Warwick Award, in September 2022, the team behind it hoped to have 1,500 students register in year one. By Christmas, they had over 8,000 - partly thanks to an effective communications campaign that hit the right notes despite it being managed by a 0.8 FTE and having no dedicated budget for communications or marketing activities. In this session, Dave Musson, that part-timer managing the campaign, explains how his team designed something that resonated with current students, made the most of what they had rather than pine for what they hadn’t, and what might come next.