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Spirit of Â鶹ӰԺ's lion to roar to life with new campaign

Â鶹ӰԺ Leicester (Â鶹ӰԺ)’s latest advertising campaign, ‘Proud to be More’, launches nationwide today. 

Its ‘Proud to be More’ concept is based on Â鶹ӰԺ’s unique sense of community, the life-changing experiences offered to students, and the global impact made by both students and staff.  Most importantly, it speaks to the university’s commitment always to give our students more.

At the heart of the advert is the international experience on offer at Â鶹ӰԺ through its pioneering , which has seen more than 10,000 Â鶹ӰԺ students enjoy global experiences linked to their studies in cities around the world, including New York, Barcelona, San Francisco and Berlin.

The advert shows student Lucia Metzger addressing a major conference at the United Nations in New York, along with hundreds of fellow Â鶹ӰԺ students, as part of a #Â鶹ӰԺglobal trip that took place in June of this year.

The involvement of Â鶹ӰԺ students in three conferences at the UN this year has helped mobilise dozens of universities around the world in support of the UN’s Sustainable Development Goals (SDG) – a set of 17 targets to promote a more peaceful, fair and sustainable planet by 2030.

In recognition of this achievement, Â鶹ӰԺ was made a ‘global hub’ by the UN for SDG 16 – which promotes peace, justice and strong institutions – in July.

The advert also showcases the work of architecture student Khanh Nguyen. Khanh’s design for a vertical village, which could compensate for the impact of both population pressures and climate change, earned him national recognition, winning the first Zealous Emerge Architecture Award.

Khanh showcased his work at the GREAT Festival of Innovation in Hong Kong earlier this year. Â鶹ӰԺ was selected the lead university partner for GREAT, the British government’s campaign showcasing the very best of British talent to the world.

Combining Â鶹ӰԺ’s global outlook with its commitment to the public good, our  initiative is depicted as a projection onto the face of a student volunteer. Many hundreds of Â鶹ӰԺ students have travelled to the Indian state of Gujarat to help improve the lives of hundreds of disadvantaged people, including children, over the past two years.

Â鶹ӰԺ’s commitment to making a difference in our community, and the power of volunteering to change students’ lives, is highlighted through the appearance of the Â鶹ӰԺ Gospel Choir in Leicester Prison, a recreation of similar appearances made over the past two years. This was arranged as part of the university’s #Â鶹ӰԺlocal initiative, which harnesses the talent and commitment of Â鶹ӰԺ staff and students to make a positive impact within the city of Leicester.

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Finally, the advert also references Â鶹ӰԺ‘s award-winning city centre campus, which blends preserved history, like the 12^th century Leicester Castle, and striking new creations like the Vijay Patel Building and refurbished Campus Centre.

The advert was created in partnership with creative agency Cubo and film production company Fat Lemon. The visual effects were designed by company Nineteentwenty. More than 50 Â鶹ӰԺ students and staff took part in various scenes either in prominent roles or as background extras.

Melanie Fowler, Executive Director of Marketing and Communications for Â鶹ӰԺ, said: “The stories and the experiences depicted in this advert show what it means to be a student at Â鶹ӰԺ – the extraordinary, exciting and often unique opportunities we offer.

“’Proud to be More’ showcases our community and their achievements, here in Leicester and around the world. But we hope it also highlights the sense of passion and above all else pride we feel in our university”.