Creativity on campus

The challenge

Unlocked Graduates is an employer that makes a genuine difference in our society.

Their graduate leadership and development programme is working to change the way we think about prisons and prisoners – by focusing on rehabilitation and addressing the terrible damage and cost of reoffending.

When Unlocked Graduates reached out to us in 2018, they were a relatively new programme with a very bold mission. And they were keen to build their unique brand across university campuses. 

They wanted to put their programme ‘on the map’ by climbing the prestigious Times Top 100.


in Times Top 100


students interacted

Our campaign

We worked closely with Unlocked Grads to develop a campaign that combined flair on campus with mass reach online.

We had three clear objectives:

1) Increase the reputation of Unlocked Grads by climbing the TT100

2) Create a talent community of students for their future intake

3) Attract the unattracted

For maximum impact, we devised an online and campus strategy that would reach students across all 35 High Fliers universities.

We created a digital competition as a way of attracting students to the Unlocked Grads brand, maybe for the first time.

It was also an innovative means of building their Talent Community, as all students who entered were given the option to join.

The competition was promoted through various channels, including paid media, social media and our Brand Ambassadors’ university networks.

We complemented the online elements with ‘scratchcards’ which were distributed widely on campus.

The scratchcards revealed an access code for the competition and brought a disruptive, ‘talkability’ to the campaign.

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The results


students interacted with the campaign

150% ⇧

Our target reach


in TT100, up 13 places. (Their highest EVER!)


emails sent to engaged students