Search begins for students involved in influential advertising campaign

Search begins for students involved in influential advertising campaign

A search has been launched to track down participants of an influential advertising campaign widely considered crucial in the creation of Abertay University.

In 1992, Dundee Institute of Technology, the college that would become Abertay, was told it would have to increase its enrolment from around 2500 to 4000 if it were ever to become a university.

An ambitious marketing campaign known as “You Can Do It At DIT” was launched aimed at doing just that.

Abertay Archivist Ruaraidh Wishart said: “This campaign was actually quite radical. Other Higher Education institutes used their academic reputation and tradition to attract students.

“What was being suggested here was that the institute needed to ‘sell’ its actual courses – quite a unique approach at the time.

“Extensive market research was carried out that concluded the college had an excellent academic reputation in Tayside and Fife, but the use of the word ‘Technology’ in its name gave many the impression that it was boring.

“The research recommended that Dundee Institute of Technology alter its name to something more attractive for young students – DIT.

“This was also reminiscent of MIT, the famous American institute.”

This led to the birth of the slogan “You Can Do It At DIT”.

It was printed on prospectuses, course leaflets and promotional videos.

“Students were integral to the campaign – who better to sell the DIT experience than those who were already here?" - Ruaraidh Wishart, Abertay Archivist

Ruaraidh added: “Students were integral to the campaign – who better to sell the DIT experience than those who were already here?

“They featured prominently on billboards and in an innovative TV commercial that told the public in 30 seconds what these students were ‘doing at DIT’. A campus radio show was produced by the students about life on campus, and sections of that were broadcast on the local radio station, Radio Tay.

“Each student would state their degree course, before telling the public what their hobby was – for example, DJ-ing or basketball.

“The message was clear – prospective students could do a wide variety of industry relevant degree courses, and at the same time could enjoy themselves when they weren’t studying.”

The campaign was a resounding success and by January of 1994 it was clear that the 4000 student quota would be met.

Ruaraidh said: “This campaign really was influential, and we’re looking to track down the former students who were part of it.

“We want to hear their stories, find out their memories of DIT and find out what they are doing now. They may not have realised it at the time, but they would become key figures in Abertay’s history.”

If you were a participant in the advertising campaign, you can submit your memories online here: https://www.abertay.ac.uk/about/the-university/archive/archive-submission-page/

You can also contact archives@abertay.ac.uk to discuss other ways of sharing your experiences.

The search is being carried out as part of the Memories Reanimated project – find out more here: https://www.abertay.ac.uk/about/the-university/archive/memories-re-animated