Uni’s Not For Me: Sixth Sense Campaign


As university fees continue to escalate, UNFM, a resource for young people exploring the alternatives, wanted to establish a campaigning voice across all national media.


We commissioned research from YouGov into attitudes to university by employers, parents and teachers. This informed the UNFM Sixth Sense campaign, calling for an end to academic league tables as the only metric by which schools are measured.

We engaged with many successful and influential entrepreneurs who hadn't been to uni including Charlie Mullins of Pimlico Plumbers, Simon Woodroffe of Yo Sushi and Laura Tenison of JoJo Maman Bebe and set up briefings with government ministers.

The advocacy voice for UNFM grew very quickly and Hattie (Sarah and Angus's daughter) was frequently called on for comment.


Coverage for UNFM has been consistent in all major news outlets including the BBC, Sunday Times, The Daily Telegraph, The Times, The Independent, Guardian Education, regular blogs on the Huffington Post and a raft of specialist national and international education titles.

The Times partnered with UNFM to debate the value of university and apprenticeships.

In August 2018 Ofsted publicly questioned whether schools should only be measured on their exam results sparking national debate.


We identified talented stand-out young people who had chosen not to go to university, including apprenticeship lawyers and accountants. They arranged their own photo shoot in Merlin's vintage car warehouse and Rosie captured their defiant spirit.