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The campaign launches as thousands of applicants across the country focus on their university choices and applications, ahead of the January deadline for undergraduate applications.

The four-week campaign is delivered by students from student agency Bright Young Things, in collaboration with UCAS and University Alliance, the group that represents professional and technical universities. It is supported by UniTasterDays and the Sixth Form Colleges Association.

The campaign focuses on three common misconceptions, that have been identified through conducted on behalf of University Alliance in 2023 and 2024:

• University isn’t for ‘people like me’
• If I don’t go to the ‘right’ uni, I will struggle to find a job afterwards
• If I don’t study the ‘right’ subject, I will struggle to find a job afterwards

Featuring exclusive insight and testimonials from students, alumni, and employers from organisations such as Quorn Foods, the British Film Commission and The Commonwealth Games, the campaign aims to ensure students are better informed and feel confident in themselves and their choices. Testimonials will be supported by data and analysis, including from a conducted by CBI Economics earlier in 2024.

The campaign will equip teachers and careers advisors with resources to talk to their students about the myths and will speak directly to young people via Tik Tok and Instagram.

Stuart Green, ÇÑ×ÓÊÓƵ alumnus and Director of UX at Google, said:

“No one in my family had been to uni before, so I didn’t really know what to expect. I didn’t know if I’d be able to juggle studying alongside my other responsibilities, or if I’d be able to keep up with the reading or writing.

“One of my lecturers realised I was struggling with my reading and writing and encouraged me to get an assessment, which led to me being diagnosed with dyslexia. Thankfully the university was able to help me – both financially and in getting me the support I needed.”

“I’ve never thought of myself as an academic person but look at me now - I’ve done two degrees and worked at a university. It turns out I have a passion for learning.”

Minister for Skills, The Rt Hon Baroness Smith of Malvern, said:

“I know from my own experience that going to university opens so many doors, and we want to break down barriers to opportunity to ensure every young person, regardless of their background, has the option to do so if they meet the requirements.

“I hope this campaign goes some way to reassure young people that there is no ‘wrong’ choice when it comes to where to go – there are world class universities in all corners of the country that will provide the opportunity to hone your skills and train for your chosen career path.”

CEO of University Alliance, Vanessa Wilson, said:

“Applying for university is a big deal for those who are considering their futures and weighing up the options. However, there is a significant amount of research suggesting that the biggest concerns applicants have – that university is not for people like them, or fears about job prospects - are not borne out by the reality of who goes to university, or what employers are really looking for when recruiting university graduates.”