City Council to use UWE Bristol student ideas for city's Sugar Smart campaign

Issue date: 30 April 2018


Amy Brown achieved the highest grade on the project

Bristol City Council is to use digital marketing plans submitted by final year marketing students at the University of the West of England (UWE Bristol) as part of Sustain's Sugar Smart campaign. The students with the best pitches attended a ceremony at Bristol Business School this month, where mayor Marvin Rees announced the winner.

Every year, UWE Bristol marketing undergraduates studying the digital marketing module are assessed on their ability to pitch a digital marketing proposal in response to a live brief. The University works with the council, which provides the brief based on a campaign it is working on.

Sugar Smart is a national campaign to raise awareness about health risks associated with consuming too much sugar. In Bristol, the city council works with Sustain (an organisation that campaigns to improve food and farming), and other partners including UWE Bristol, to help people understand how much sugar is in their food and drinks.

Tom Bowden-Green, Senior Lecturer in Marketing, said: “This has been a really successful collaboration, allowing students to put their digital knowledge to practical use and in turn helping to promote an important campaign. I'm delighted that the mayor was able to join us to congratulate the group. At Bristol Business School we're developing a strong reputation for our expertise in digital marketing, and this is another example of our ability to help students develop real-world skills through practice-based teaching.”

This year the council asked for student input on ideas for promoting the sugar smart campaign to Bristol residents aged 18-25. With a budget of £2,000, the 260 participating students were tasked with finding ways of attracting audiences by using channels such as social media, online search, and advertising. They then had to use creative content to convince this audience to reduce sugar intake.

Students submitted their proposals through a 20-minute individual video 'pitch', in which they explained and demonstrated their ideas. Those with the best grades were then shared with the council.

The city now intends to use the best ideas from the students' proposals in its ongoing marketing of Sugar Smart. During the ceremony, Marvin Rees celebrated their efforts and announced Amy Brown (pictured) as the undergraduate who achieved the highest mark on the project.

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