Generation Change

The Open University - Viacom/MTV

Agency: Havas Media & JUMP

The Open University have an ongoing issue around credibility amongst 18-28 year old’s. To appeal to this audience, we needed to unpack the OU offering and benefits to improve understanding and drive consideration. Leveraging the increased feeling of future uncertainty amongst young people we created a hugely impactful content series in partnership with MTV. ‘Generation Change: Ones To Watch’ unpacked real student stories surrounding young people who made a positive change within the world. Through these compelling stories we were able to unpack the benefits of the OU positioning them as a facilitator to achieving future ambitions. The partnership content, watched by nearly 12m people, served to drive the biggest shift in consideration the OU has seen amongst young people. The OU now have an ownable IP that drives both consideration and understanding.