Background

Cambridge recently set out an aspiration to improve the means by which it communicates with prospective applicants in the UK. This has resulted in a series of projects under the ‘Be Cambridge’ title aimed at prospective undergraduate applicants in Year 12 or equivalent (i.e. 16-17 year olds) from under-represented groups.

The project began with a scoping study to look at use of new media by our target audience. This included a detailed analysis of social media use, as well as focus groups across the country. The main findings were: