Students from the University’s Business School were tasked by Luton Borough Council and Active Luton to come up with marketing campaigns to encourage people to be more physically active.

The students have been working with Luton Borough Council and Active Luton for three years, conducting market research and drawing up campaigns and it is hoped that some of their ideas will be implemented.

The winning team was Team Europe, made up of students Frantisek Fischer, Carolina Paiva, Kamila Wasik and Nicandro Anderlino, who designed billboard concepts which would be displayed around the town, encouraging people to get active. Each member of the team received a £50 Amazon voucher.

Aviation & Airport Management student Frantisek said: “It feels brilliant to have won. It was very much a team effort and we were pleased our project was chosen and that the client liked our ideas.”

Business Economics student Kamila said: “It was a great experience for us. It has really helped me develop my communications skills and learn how to work under pressure.”

Business & Management Lecturer Jane Hooper said: “A live brief from an employer benefits the employer, builds links with the community of Luton and enables the university student to develop their employability skills. We are always looking for live projects in the Business School, both for undergraduate and Masters level students.”

Active Luton’s Health & Wellbeing Manager Matt Corder said: “We were impressed with how the students met with people in the community, visited our sports facilities and put together their campaigns from their research and observations. Their insight work will help us and the council in many aspects of our work to improve the health and wellbeing of Luton’s residents – from children and young people right through to older people.”

Luton Borough Council’s Strategic Commissioning Manager for Leisure & Culture Adam Divney said: “We were delighted to work with the students and utilise their skills and experience. In the future we’d like to do more projects like this so even more students can gain new skills.”

The collaboration was part of the Business School’s Practice Weeks initiative, where students get the chance to put what they learn in the classroom into practice by work on live briefs from local employers.