Mansfield College, University of Oxford
Forever changing
Working with: Baxter & Bailey
They do things differently at Mansfield College. Renowned for improving access for students from all backgrounds, this pioneering Oxford college draws 93% of its intake from state schools, reflecting the reality of UK education. Working with the geniuses at Baxter & Bailey, we created a campaign to generate awareness and raise funds for Mansfield’s future. Many people believe that Oxbridge admissions reward polish over potential, so we had a powerful theme to explore, yet still needed to tread carefully.
The campaign was all about change. Our copy literally highlighted Mansfield’s difference, with short and snappy headlines that adapt to wittily reveal the college’s distinctive stance. We carefully calibrated the tone, using a light touch to make a powerful point without pointing accusatory fingers within the Oxford community. Always thought provoking but never brow-beating.
We created a suite of supporting headlines, with each one adapting to reveal a truth. We used these single lines in various ways across the college's comms, and their versatility proved ideal for social media and merchandise. We then brought together many of the lines into a suite of campaign elements including a microsite and printed materials, plus a video script voiced by Mansfield students and staff.
The ‘For Mansfield. Forever’ campaign targeted potential alumni benefactors as well as several other internal and external audiences, and was a resounding success. By generating fresh awareness of the college’s unique ethos, we helped drive Mansfield's progress towards achieving their ambitious fundraising targets. In short, top marks all round.