The ‘Uni Myths Busted’ campaign launches today (Monday 4 November) to support university applicants who are preparing to apply for university this year or in 2025.
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 features content developed by 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.
It focuses on three common misconceptions, that have been identified through focus groups and polling 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 study of graduate employer recruitment preferences 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.
More information can be found on the official campaign website: unimythsbusted.co.uk.
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.
There are clearly some information gaps to plug, and some myths to bust. Through the Uni Myths Busted campaign, employers, students, universities and schools can all come together to try and tackle those information gaps and ensure young people can feel more confident in their future choices.”
Courteney Sheppard, Head of Customer Contact at UCAS:
“In the UK, we’re lucky to have a diverse range of world-class universities and colleges. Our job at UCAS is to help all students discover their options and to ensure they have access to accurate guidance to make informed decisions about their higher education journey.
“One of UCAS’ missions is to break down barriers for disadvantaged students, so we’re glad to be supporting this upcoming campaign to help ensure the door to higher education remains open for all.”
CEO of the Sixth Form Colleges Association, Bill Watkin, said:
“Exploring university options and courses can be an exciting time for students, however, we also know that it can be an overwhelming experience too. With a wide variety of information available from teachers, websites, friends, family and social media, students may feel anxious about making the right choice.
This is why we fully support the Uni Myth Busting campaign, which aims to provide clear data, employer testimonials and dispel misconceptions around universities which will overall help boost students’ confidence in making informed decisions about their future.”
Director of UniTasterDays, Jon Cheek, said:
“At UniTasterDays, we frequently encounter misconceptions about university that can discourage students from considering higher education.
These myths can act as significant barriers, especially for students from underrepresented backgrounds, and can often prevent students from exploring opportunities that could greatly benefit their academic and personal development.
That’s why the Uni Myths Busted campaign to bust these myths is so valuable. By addressing these misconceptions head-on, the campaign allows parents, carers, students, and school colleagues to make decisions grounded in facts rather than fears. Dispelling these myths will open doors, showing students that university is accessible to them regardless of their background or prior academic achievement.”
- For more information about the Uni Myths Busted campaign, visit:
- unimythsbusted.co.uk
- TikTok: @uni.myths.busted
- Instagram: @unimythsbusted
- YouTube: @UniMythsBusted
Notes
- Savanta polling, conducted on behalf of University Alliance in order to inform the Uni Myths Busted campaign, can be found here.
- The CBI Economics report To What Degree? Understanding what UK businesses look for in graduates can be found here.
About University Alliance
University Alliance (UA) represents 16 world-leading professional and technical universities. Our members specialise in working with industry and employers. Their teaching is hands-on, and designed to prepare students for careers. Their knowledge and research drive industry to innovate, thrive and meet challenges.
Our members are leading the way in innovation and business support in the green, tech, creative and healthcare industries. They are leading providers of teaching in healthcare, the creative arts, degree apprenticeships and more.
We collaborate as UA to benefit our members and their communities, and to provide expertise to policy makers.
University Alliance’s members are:
Anglia Ruskin University, Birmingham City University, University of Brighton, Coventry University, University of Derby, University of Greenwich, University of Hertfordshire, Kingston University, Leeds Beckett University, Middlesex University, Oxford Brookes University, Robert Gordon University, University of South Wales, Teesside University, University of West London, UWE Bristol
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For more information visit: www.unialliance.ac.uk or contact press@unialliance.ac.uk
About UCAS
UCAS, the Universities and Colleges Admissions Service, is an independent charity, and the UK’s shared admissions service for higher education.
UCAS’ services support young people making post-18 choices, as well as mature learners, by providing information, advice, and guidance to inspire and facilitate educational progression to university, college, or an apprenticeship.
UCAS manages almost three million applications, from around 700,000 people each year, for full-time undergraduate courses at over 380 universities and colleges across the UK.
UCAS is committed to delivering a first-class service to all our beneficiaries — they’re at the heart of everything we do.
About The Sixth Form Colleges Association (SFCA)
The Sixth Form Colleges Association (SFCA) is a membership organisation representing a range of 16-19 sixth form providers including Sixth Form Colleges and 16-19 academies. Over 70% of level 3 students at Sixth Form Colleges and 16-19 academies progress onto higher education, making it essential for students to receive the right level of support, guidance and information, which our members do a fantastic job in providing.
SFCA has established dedicated careers and mental health hubs to support the work of careers advisors and mental health practitioners by sharing good practice via our blogs, hosting webinars and sharing resources including publications on university bursaries support.
About UniTasterDays
UniTasterDays.com is an award-winning source of university events for schools and colleges. This free online resource helps teachers and career advisers interested in booking events for school groups – as well as students and parents looking to book places on events directly.
