My winning YCN entry for the 2012 brief to create a campaign to make i (The essential daily briefing from The Independent) the most read newspaper among students. The project must begin on campus, and use varied media channels and events. Here's my proposal:

A guerilla lectures series comprised of brief, insightful talks based on one of the six sections of the ‘i’ newspaper.

To begin the campaign, a selection of the UK’s most candid personalities will address crowds of students as they begin to appear on campuses across the country.

Once the campaign has gained traction, it’s as simple and cheap as sending a stack of ‘i’ newspapers to anyone that would also like to air their own views.