Britain has a painful divide between the ‘haves’ and ‘have-nots’. The OU represents the only real vehicle for social mobility, allowing absolutely everyone a life-changing chance. In 2017, we were on the edge of a crisis. Chasing short-term objectives meant student numbers were dropping. Dramatically overhauling the OU’s media approach, we prioritised branded comms, increased investment in the strongest-performing channels, and innovated more traditional vehicles. The results? A 36% improvement in media efficiency and a 13% YOY growth in applications.