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Spirit of DMU's lion to roar to life with new campaign

De Montfort University Leicester (DMU)’s latest advertising campaign, ‘Proud to be More’, launches nationwide today. 

Its ‘Proud to be More’ concept is based on DMU’s unique sense of community, the life-changing experiences offered to students, and the global impact made by both students and staff.  Most importantly, it speaks to the university’s commitment always to give our students more.

At the heart of the advert is the international experience on offer at DMU through its pioneering #DMUglobal programme, which has seen more than 10,000 DMU students enjoy global experiences linked to their studies in cities around the world, including New York, Barcelona, San Francisco and Berlin.

The advert shows student Lucia Metzger addressing a major conference at the United Nations in New York, along with hundreds of fellow DMU students, as part of a #DMUglobal trip that took place in June of this year.

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The involvement of DMU students in three conferences at the UN this year has helped mobilise dozens of universities around the world in support of the UN’s Sustainable Development Goals (SDG) – a set of 17 targets to promote a more peaceful, fair and sustainable planet by 2030.

In recognition of this achievement, DMU was made a ‘global hub’ by the UN for SDG 16 – which promotes peace, justice and strong institutions – in July.

The advert also showcases the work of architecture student Khanh Nguyen. Khanh’s design for a vertical village, which could compensate for the impact of both population pressures and climate change, earned him national recognition, winning the first Zealous Emerge Architecture Award.

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Khanh showcased his work at the GREAT Festival of Innovation in Hong Kong earlier this year. DMU was selected the lead university partner for GREAT, the British government’s campaign showcasing the very best of British talent to the world.

Combining DMU’s global outlook with its commitment to the public good, our Square Mile India initiative is depicted as a projection onto the face of a student volunteer. Many hundreds of DMU students have travelled to the Indian state of Gujarat to help improve the lives of hundreds of disadvantaged people, including children, over the past two years.

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DMU’s commitment to making a difference in our community, and the power of volunteering to change students’ lives, is highlighted through the appearance of the DMU Gospel Choir in Leicester Prison, a recreation of similar appearances made over the past two years. This was arranged as part of the university’s #DMUlocal initiative, which harnesses the talent and commitment of DMU staff and students to make a positive impact within the city of Leicester.


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Finally, the advert also references DMU‘s award-winning city centre campus, which blends preserved history, like the 12th century Leicester Castle, and striking new creations like the Vijay Patel Building and refurbished Campus Centre.

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The advert was created in partnership with creative agency Cubo and film production company Fat Lemon. The visual effects were designed by company Nineteentwenty. More than 50 DMU students and staff took part in various scenes either in prominent roles or as background extras.

Melanie Fowler, Executive Director of Marketing and Communications for DMU, said: “The stories and the experiences depicted in this advert show what it means to be a student at DMU – the extraordinary, exciting and often unique opportunities we offer.

“’Proud to be More’ showcases our community and their achievements, here in Leicester and around the world. But we hope it also highlights the sense of passion and above all else pride we feel in our university”.

Posted on: Thursday 09 August 2018

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