A global digital campaign for the Cambridge University Press & Assessment
We were delighted when Cambridge University Press & Assessment (CUPA) chose us as their communications partner to create a global digital campaign promoting authentic, purposeful conversations about climate change in schools.
The campaign successfully launched across Meta and LinkedIn, exceeding performance targets. More significantly, it inspired strong engagement from students and teachers across CUPA’s global network, who actively contributed films, stories and written content.
Their participation brought authentic voices and experiences to the campaign, demonstrating the appetite for meaningful conversations about climate change.
CUPA approached us to help strengthen Cambridge’s position as a global leader in climate change education while helping teachers navigate the emotional complexity of discussing the climate crisis with students.
Our brief was to develop a distinctive global digital campaign that encourages and measures more meaningful conversations in schools, amplifies student voices and action, and equips Cambridge’s regions with the creative assets and tools to activate the campaign locally.
We wanted our campaign to be relatable to Cambridge students worldwide – some of them are experiencing extreme weather events and other challenges first hand. We also wanted to reflect the conversations taking place in schools, from India to Brazil, Indonesia to the UK.
To ensure the campaign felt really global, we created a set of collages made from climate-related imagery, ensured the content was international in scope, and directly referenced some of the case study content within the illustrations.
These collages are used alongside photography and video of students and teachers talking about climate change conversations, supplied by the schools.
The campaign uses a set of colours from the client's brand palette that is specifically for use in this campaign, and we adapted their shield motif into a speech bubble campaign marque – ‘Where will talking take your students?’.
