UCL
In today's increasingly divided world, navigating conversations with individuals who hold vastly different viewpoints presents many challenges, making the art of respectful disagreement more crucial than ever.
Recognising this imperative, UCL, one of the world's leading universities, appointed us to develop a campaign for the launch of their 'Disagreeing Well' initiative. Addressing the mounting polarisation in contemporary discourse, the initiative advocates for healthy and respectful disagreement and acknowledges that diversity encompasses a spectrum of conflicting opinions and ideas. UCL believes that cultivating an environment where diverse perspectives are not only respected but also constructively debated is essential for a healthy and cohesive community.
Our task was to create a compelling messaging strategy that resonated with diverse audiences and to design the visual elements of the campaign. In addition we developed a comprehensive branding framework, as well as graphics, videos, and written content to support the overarching goal of promoting healthy and respectful disagreement.
Through our strategic approach, we aimed to create an immersive experience that not only captured attention but also inspired meaningful conversations and critical thinking. The communications assets, characterised by bold graphics and engaging content, were designed to provoke thought while ensuring broad reach across diverse platforms and audiences.
The campaign, which included events, social media, podcasts and a digital hub with resources and learning materials was designed with flexibility at its core, offering different levels to accommodate various types and tones of messages. This adaptability allowed us to tailor our messaging to resonate effectively with a wide range of audiences, further amplifying the campaign's impact.
The styling and messaging of the campaign were designed to capture attention, evoke curiosity, and ignite lively discussions. With a playful yet thought-provoking approach, the campaign serves as a catalyst for engaging conversations and to spark intellectual curiosity, all while celebrating UCL’s vibrant tapestry of differing viewpoints.
