When I joined the Health Improvement Team in early 2024, the university, like many across the Russell Group, was still navigating the ripple effects of the pandemic. Digital engagement had dipped, in-person interactions felt fragmented, and students often struggled to connect with wellbeing initiatives that truly reflected their experiences and needs.

Rather than starting over, I began by listening. I gathered insights from national data, surveyed our student population, and studied successful peer-led programmes across the UK. This research shaped the foundation of the HealthyU Champions initiative — a student-led wellbeing programme built to empower, involve, and inspire. I developed the structure from the ground up, led recruitment, designed the training and accreditation system, and supported volunteers in leading their own projects with autonomy and purpose.

When running campaigns, I treat the process as a carefully choreographed journey. It starts with insight and a clear behavioural objective, followed by messaging rooted in emotional relevance and clarity. I map out each stage of the audience experience, ensuring consistency across digital, physical, and word-of-mouth channels. From briefing the creative agency and working with designers, to filming with the in-house crew or aligning timing with the People and Communications team, I manage the end-to-end delivery with an eye for detail and momentum. Every element is intentional — each post, poster, or pop-up exists to contribute to a story that not only informs, but moves people to care and take action.

At the same time, I took full responsibility for the Instagram account, shifting it from a static information feed to an engaging, student-first platform. By applying behavioural insights and integrating feedback, I reshaped the content strategy to tell meaningful stories, prompt interaction, and reflect the diversity of our campuses. In one year, the account grew by over 300 percent in followers and saw a 200 percent rise in engagement, becoming a trusted digital hub for health content, event updates, and relatable wellbeing messages.

These results were important, but more meaningful was the shift in perception. HealthyU began to feel less like a university service and more like a movement, a space where students saw themselves, felt understood, and wanted to get involved.

My role spans campaign strategy, content design, cross-department collaboration, and digital experience. I lead on university-wide initiatives, shaping campaign calendars, developing assets, writing copy, and ensuring all digital and physical outputs are aligned and accessible. I work closely with internal departments and external stakeholders to deliver content that is clear, creative, and culturally attuned.

This work has taught me that marketing in a university wellbeing context is not about visibility alone. It is about emotional connection. You do not just inform — you invite. You do not just deliver content, you build trust. And when trust is there, impact follows.