TU Delft

In recent years, TU Delft saw a decline in the number of students who became active alongside their studies. Committees, student councils, and sports clubs struggled to find new members. Research showed that performance pressure, lack of time, and a lack of understanding of the value of these activities held students back. The challenge: how do you break that pattern without being preachy?

We developed Become Active: an activation campaign designed to gently and recognizably encourage students to participate. The central question was: “Are you really that busy?” With humor and self-reflection, we made the topic open for discussion and showed that becoming active actually contributes to personal growth, enjoyment, and development.

The campaign came to life on and around the campus through posters, online videos, social formats, and website texts. We combined photography, film, and copy in one recognizable visual line — modern, direct, and typical for the target audience. Through a mix of channels and creative tools, we reached students at every moment of their day, from lectures to coffee breaks.

The result: a strong activation campaign that led to a clear increase in registrations and interest in student positions. Become Active got students thinking again about their role within the university and provided TU Delft with a fresh and positive way to encourage involvement.