DMU TV campaign is a tale of two cities


Two of the main filming locations for De Montfort University Leicester's (DMU) new TV campaign may be continents apart - but they both play a significant role in students' lives.

Leicester, the home of DMU, is perhaps the more obvious setting, but New York has captured the imagination of students who have been involved in mass visits to the city with our #DMUglobal international experiences programme.

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Naimah Kasem, who graduated in Human Resource Management this summer, was filmed in both cities, and is the first face you see on campus in the opening scene.

She said: "Being part of the campaign was really amazing.

"My role in the Leicester scene was as a student arriving at DMU. Just looking around campus, everything looked so amazing.

"The best thing about being at DMU is that it is a very diverse university and you feel very comfortable being here."

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Naimah was also part of a scene in New York. She is among the 10,000-plus DMU students who have enjoyed international experiences linked to their studies through #DMUglobal.

"My New York trip is one of the best experiences I've had," said Naimah.

"I volunteered to help out refugees and immigrants and one of our visits was to a shelter, where we planted vegetables to help out people who can't afford food.

"I shot a scene in Times Square and a lot of people were looking. I felt famous!

"I am so happy and proud to represent DMU."


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

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Students' pride at being the new faces of DMU

The theme of DMU's new campaign is 'Proud to be More', which sums up DMU's sense of community, the life-changing experiences on offer to students and the global impact made by students and staff.

Lucia Metzger agrees that DMU has given her more… in particular more opportunities and confidence. She addressed a major conference on the theme of refugees and the migrant crisis at the United Nations (UN) in New York, as part of DMU's work to support the UN's Sustainable Development Goals.

The International Relations and Politics student can be seen in the film arriving and speaking at the UN.

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Lucia said: "I had always wanted to go to New York and speaking at the UN was an honour.

"If at the beginning of the year you'd told me I'd be speaking at the UN I wouldn't have taken you seriously. It was such a good experience and one I'll cherish for life.

"DMU has given me so much more confidence, especially this year. Now I've spoken at the UN I feel I can speak anywhere."

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Filming also had its wow factor. "It was a once-in-a-lifetime experience, especially the taxi scene. Passers-by were stopping their cars and recording, so it was like being a celebrity," added Lucia.

Back in the UK, DMU's award-winning city centre campus was the focus for several other scenes. Many students featured in background roles, inspired by the DMU spirit.

Drama graduate Sophie-Jane Corner added: "It meant a lot to be asked. DMU has done a lot for me and will probably continue to do so.

"The best thing about the past three years is the community of DMU. Everyone as a whole is very accepting of every ethnicity, sexuality, everything like that and I think the advert truly represents that."

Posted on Monday 8th October 2018

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