The National Graduate Development Programme is an amazing programme, hiring some 150 graduates every year to become future leaders in local government. The team at NGDP came to us late in the campaign to help them target more ethnic minority students, particularly in London.

We had a two-fold strategy: one to engage student unions and ethnic minority networks on campuses directly; and the other to reach and engage students through social media. We created stories about the impact of COVID and the challenges you face in local government, as well as building ambassador content and engaging with students across Facebook, LinkedIn and Twitter.

• 34% uplift in applications
• Six-week social media engagement
• Targeted unis and student networks
• Testing messages to improve engagement