A social norms campaign encouraging honest conversations

1. Research and insight – focus groups explored attitudes, motivations, and campus culture.

2. Creative development – students shaped the name, tone and visual identity.

3. Implementation – phased bursts of short, attention-grabbing digital and on-campus content created sustained engagement throughout the year.

The three-stage campaign was designed to create momentum, build familiarity, and maintain credibility through real student voices.

Our aim was to create a bold, memorable brand that could be used digitally, in print, and in a guerrilla-style way across campus.

During the initial launch, the brand appeared in unexpected places to grab attention and spark conversation.

The design was deliberately fun and playful, ensuring students would engage with it – and that student unions and brand managers could adopt and develop it in future years.

The brand, What the Flock, was displayed using black and white to stand out against the visual noise of campus communications, keep costs low, and give the campaign an ‘underground’ aesthetic.

We wanted the campaign to feel like it came from students, not from a health organisation or authority figure.

To evaluate success, we used measurable communication channels to track interaction and effectiveness, informing improvements for future years.

Alongside digital engagement, we also used ambient media to make the campaign visible in unexpected spaces – helping What the Flock? gather a strong following and become a recognisable student movement.