Unadventurous Student

To raise awareness of Endsleigh’s student insurance offering ahead of the all-important Freshers’ Weeks at universities nationwide.

The campaign had to target both students and parents, deliver national media coverage and secure backlinks from high domain authority websites.

With regular media reports that the younger generation is far healthier than the wine-swigging parents of the so-called Generation X, we set out to determine whether this means students are more sensible now than they have been at any other time over the last 40 years.

Our theory proved true and led to an integrated digital PR campaign that included a search for the UK’s least adventurous student, with the chance to win a once-in-a-lifetime prize – completing the “21 things to do before you’re 21” bucket list, helping the student in question discover their adventurous side.