Rhinegold Music is the answer campaign

Lucy Thraves


University creates mental health documentaries to attract new students

10:08, 24th May 2018

Anglia Ruskin University has created two new short documentary films about mental health as part of a marketing campaign to recruit new students.

The first film is called ‘Music is the answer’ (linked below), and explores how music can act as a form of therapy. It features personal interviews with musicians, education professionals and students from the university about their experiences of mental health.

The second film, entitled ‘Love, lies and nudes’ (released 31 May), looks at the impact of image-based sexual abuse on young people’s lives.

The films are presented by Capital Xtra DJ and presenter Yinka Bokinni, and directed by former VICE director Jade Jackman. They form the centrepiece of a wider online campaign created by marketing agency Livity, designed to promote Anglia Ruskin University as a progressive and innovative institute.

Abigail Brockwell, head of marketing and brand at Anglia Ruskin, said: ‘We’re so proud of the campaign that we have created with Livity which […] will hopefully connect with young people on a much deeper level than many of the marketing attempts you see by universities.’

James Hogwood, creative director at Livity, said: ‘It’s ironic that none of the great stuff about universities – which are brimming with young people, fresh ideas, and youth culture – is reflected in traditional marketing efforts, which tend to be staid, copycat and unrepresentative of what young people care about.

‘Anglia Ruskin were different: together we wanted to speak to the multi-layered truths of student experience but also reflect the way academic work can help us to understand the world we live in.’


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