Aimhigher - 'We don't need no higher education': How integrated communications convinced teenagers to aim higher

Campaign (2002) for the COI and DfES on behalf of `Excellence Challenge', the project aimed as persuading more teenagers from disadvantaged backgrounds to aim for higher education.
Agency: dfgwAuthor: Megan Thompson

 We Don't Need no Higher Education

How integrated communications convinced teenagers to Aimhigher

Introducing the Grunger

What do you imagine is the most popular stereotype of a university student among teenagers from tough backgrounds in Brixton? An upperclass twit, perhaps? Or maybe a scholarly loner? Actually it's neither. When we went out to talk to teenagers in South London about their preconceptions of university students we were surprised to unearth a new stereotype: 'The Grunger'. The Grunger, according to the young people we spoke to, is a privileged middleclass student who likes...

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