The Challenge
Despite its long-standing support for students, many people working in grocery, convenience retail, and pharmacy were still unaware they qualified for education funding from the Leverhulme Trade Charities Trust (LTCT). Our challenge: raise awareness quickly and clearly—cutting through a crowded media landscape and driving applications.

The Solution
We developed an integrated PR and advertising campaign designed to stop the scroll and sharpen the message. Our focus was clarity, visibility, and emotional relevance—ensuring the campaign resonated with families facing the reality of university costs.

Key elements included:
- A brighter, more approachable colour palette—anchored by LTCT’s recognisable green
- A confident new strapline: “Backing Retail & Pharmacy Families – For a Brighter Future”
- Attention-grabbing headlines written to immediately connect with the target audience’s concerns and hopes

The Results
The campaign delivered wide impact:
- 45 media placements reaching a combined audience of over 1 million
- 35% increase in applications compared to the previous year
- Notable gains in brand clarity and recognition—with more families now accessing the support they’re entitled to
By brightening the message, we turned up awareness, cut down confusion, and helped more students get the help they deserve.