Kings College London – K+

About
K+ is a two-year programme of events, activities and academic workshops. It supports potential students with university application and provides the skills they need to reach their potential as an undergraduate student

Brief
To recruit a more diverse student cohort, specifically targeting certain under-represented groups.

Answer
We looked closely at the current K+ cohort and discovered that the majority of the students were actually BAME. We created a campaign that visually referenced the existing diversity, and used bespoke print and strategically digital media to reach the target demographics. We used Snapchat along with other social media platforms to attract new audiences. We then extended the life of the campaign by releasing a series of videos that the current cohort amplified through their personal networks.

K+ Poster Mock Up 03

Brixton based campaign poster

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Streatham based campaign poster

K+ Poster Mock Up 01

Catford based campaign poster

Mask Group 3

Website featuring videos of alumni, ambassadors & facilitators sharing advice.

K+ Phone Mock Up 03

Instagram campaign

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Peer-to-peer Snapchat campaign

K+ Team: Art Director: David Bushay; Creative Designer: Oscar Park; Creative Retoucher: Dominika Stranczyk.  Creative Director: Scott Leonard. Photographer/Videographer: Nick Turpin. Assistants: Klara Forema & Helen Page. Digital Strategist: Geraint John; Researcher: Andrew Britteon; Advertising Project Manager: Ash Bebbington.