Radboud University
You have a part to play
Challenge
How do you inspire a generation raised in a culture of consumption to think differently? Radboud wanted to confront young people with their own impact on the planet – not through guilt, but by appealing to their sense of purpose. The challenge: turn mass consumption into mass consciousness.
Idea
We created Radboud Impact Day – one powerful day, one powerful sentence. Just before Black Friday, Radboud launched a one-minute film calling on young people to use their influence for real change. Supported by professors, students, and influencers, the campaign unfolded across high-impact media in a single, focused burst.
Result
In one day, Radboud achieved five times the attention of a traditional campaign. 39 million impressions. Coverage across national news, talk shows, and social media. A 15-minute spotlight on Radio 1. One sentence that brought everything – message, audience, and impact – together.
Quote
“Guts, big thinking, and goosebumps turned into real, pragmatic ideas with impact. That’s what collaboration with TD brings. You can’t create that energy on your own. Every meeting is a highlight of the week.”
Awards
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