De Montfort University Leicester is a modern civic university with a strong record in widening participation and employability-led teaching. Prohibition was briefed to deliver national cut-through on A Level Results Day 2026, building confidence in DMU’s education at the exact moment prospective students were making their decisions through Clearing.
Create
Results Day is the most crowded moment in the higher education calendar. Every university chases the same broadcast slots with the same institutional message, and the students the sector is trying to reach are making a decision in a matter of hours. Our view was that DMU’s credibility would come from its students rather than its spokespeople, so we built the strategy around first-person stories strong enough for national newsrooms to run live, and flexible enough to carry DMU’s owned channels through the full Clearing window.
Engage
Student case study films: We filmed four student case studies ahead of Results Day, scripted and shot so each one stood up as a broadcast interview and as owned content, covering routes into DMU that mattered most to a Clearing audience.
Social content: From that single shoot we delivered 16 social edits, cut to platform and sequenced across Results Day and the days that followed, keeping DMU visible while offers were being weighed up.
Broadcast and national media: We targeted broadcast and national media for live Results Day coverage, offering spokespeople and student case studies into the day’s news agenda rather than issuing a single announcement — putting DMU into the national conversation as it happened.
Convert
45.3M total campaign reach
8 pieces of national coverage
5 TV and radio broadcast hits
16 social videos delivered
Record-breaking reach, with all campaign KPIs surpassed
Prohibition takes a fully integrated and insight-led approach to PR, social media, content marketing, and video production.
