The Knowledge

A problem shared, a campaign designed

At the heart of these projects is co-production: tutors and client organisations work together to develop a real-world brief that students respond to with informed, creative solutions. In doing so, both client and student needs are prioritised.

For the clients, the collaboration provides direct access to a difficult-to-reach demographic (the 18–25 age group) through content designed by their peers. It also results in communication assets that can be reused across the organisations’ networks, making campaigns more relatable, effective, and far-reaching. Beyond this, the partnerships help build meaningful relationships with Edge Hill University and the Business School.

For the students, the experience embeds learning into a real-world scenario. It exposes them to professional expectations, enhances their employability, and allows them to contribute to meaningful social change. In short, it makes their academic work matter.

2024: Tackling domestic abuse with Lancashire Police

In 2024, students worked with Lancashire Police on a campaign aimed at raising awareness of domestic abuse and coercive control among 18–25 year olds. This demographic can often be overlooked in traditional communications, but faces significant vulnerability in this area.

The resulting student-led resources resonated powerfully. So much so, the campaign was formally acknowledged in the PEEL 2023–2025 report published by His Majesty’s Inspectorate of Constabulary and Fire & Rescue Services (HMICFRS) in December 2024. This validation speaks volumes about the quality and relevance of the students’ work, not only within academic circles, but in real policing and safeguarding contexts.

These materials are continuing to make an impact through Edge Hill University, as they are being repurposed by the University’s Student Life and Student Wellbeing Team as part of Freshers’ Week and Domestic Violence Awareness Month. Centred around the theme of ‘Forming Healthy Relationships’, the resources will guide new students in recognising coercive behaviours and knowing where to seek support. Interactive elements like QR codes will connect students to further resources and key contacts.

2025: Raising cancer awareness with North West Cancer Research

This year, the partnership with North West Cancer Research brought a different challenge to the table: how to raise awareness and influence behaviour around HPV vaccination uptake, particularly in connection with head and neck cancers among young men in the North West.

As with the previous year, students applied theory to practice, developing communication concepts tailored to their own peer group. These included campaign strategies and assets that communicated the importance of HPV vaccination in preventing both cervical and head and neck cancers.

The materials are now being rolled out across targeted areas in the North West, specifically chosen by postcode, to amplify their relevance and effectiveness within key communities.

Both projects demonstrate how universities and external partners can co-create campaigns with real purpose and lasting impact. They also show how behaviour change theory, when brought to life through collaboration, can empower students and improve lives.

With materials from the domestic abuse campaign continuing to support awareness efforts in 2025, and the cancer awareness resources beginning to roll out across the region, this model of engaged learning is proving to be not only educational but vital.