Durham University Communicating Durham’s Postgraduate Teaching in China.

The Challenge.

Durham University needed to communicate the strength of its postgraduate teaching to prospective students in China across a number of distinct subject areas, including Archaeology and Data Science, alongside a broader narrative around student experience in Durham. Each of these areas carries its own expectations, both academically and culturally, and required a level of clarity that would resonate with an international audience considering study in the UK.

The complexity sat in bringing these strands together without fragmenting the story. Subject content needed to feel credible and specific, while still contributing to a consistent understanding of Durham’s wider offer. At the same time, the work needed to bridge geography and perception, helping students in China clearly understand what it means to live and study in Durham.

The content also needed to work across multiple contexts, from international recruitment through to partnerships and internal communications. This required an approach that could hold together across different formats and audiences, while maintaining a strong and consistent narrative.

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The Solution.

We developed a suite of case study films, each built around real students and real academic environments in Durham. Two subject-led films focused on Archaeology and Data Science, using academic voices, teaching spaces and applied learning to bring each discipline to life in a way that felt both grounded and credible.

Alongside this, we created a student experience film focused on the reality of living and studying in Durham as an international student. This film captured moments of day-to-day life, community and personal development, helping to make the transition from China to the UK feel more tangible and understood.

Across all three films, the approach remained consistent. We prioritised clarity over explanation, allowing the story to emerge through people rather than scripted messaging. Visually, the films were designed to reflect both academic rigour and lived experience, creating a cohesive set of assets that could operate individually while still feeling part of a connected body of work.

The Results.

The final suite of films gave Durham University a clear and flexible way to present its postgraduate teaching offer to prospective students in China. Each film provides depth where it is needed, allowing specific subject areas to be explored in detail, while also contributing to a broader narrative around studying and living in Durham.

The work helps bridge the distance between audience and experience. Prospective students are able to see not just what they will study, but what their life in Durham could look and feel like, supporting more confident decision-making.

Importantly, the films are not limited to a single campaign or moment in time. They form part of an ongoing content system that can be used across multiple channels and audiences, supporting sustained visibility and engagement rather than one-off activity.

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“Clearhead understood how to balance academic credibility with the lived student experience, which was critical for this work. The films have given us a clear and consistent way to communicate our postgraduate offer in China across multiple audiences, and we continue to use them across recruitment and engagement.”
arrow Daisy Du Digital Marketing Manager at Durham University