This year marks the first time that two separate Varsity campaigns have come together as a single, shared initiative. Through discussions between Anna Marfuad, KSU VP Sports and Societies, and Molly Davies, CCSU President of Student Life, from both unions, the opportunity arose to create something lasting – a campaign that will guide future Varsity events.
As a result, Change the Culture has been created as the new overarching Varsity campaign, bringing CCSU and KSU together each year under one shared mission: improving the culture within university sport.
The campaign exists to challenge and reshape aspects of sporting culture that can negatively impact students. While sport is an important part of university life, certain behaviours, attitudes, and language can make some students feel excluded or uncomfortable. Change the Culture encourages students, teams, and supporters to confront harmful stereotypes, address toxic behaviours, and recognise the impact of their words and actions.
At its core, the campaign promotes respect, inclusivity, and accountability. Whether it’s how teams compete, spectators engage, or students support one another, Change the Culture highlights the importance of positive behaviour across all aspects of Varsity.
By creating a dedicated campaign brand, future Varsity events will continue to focus on creating positive change in sport. The Change the Culture brand will appear alongside the Varsity branding, showing that Varsity is not only about competition, but also about collaboration and a safer, more inclusive sporting environment.
#TellYourStory
Anna Marfuad at Kent Students’ Union
A docuseries following women in male-dominated sports, highlighting their achievements and ongoing challenges. Over 7.2 million women in England now play sport, yet barriers remain. Despite successes like the Lionesses, Red Roses strong and outstanding Olympic performances, UK studies show women still face misogyny, exclusion, and online abuse, with 48% reporting sexist insults and 87% of online attacks targeting female athletes. Many continue to encounter belittling attitudes, hyper-masculine behaviour, and entrenched “lad culture.”
Each athlete in #TellYourStory shares her personal journey – moments of triumph, struggles against discrimination, and the perseverance it takes to succeed in male-dominated sports. These are real stories of courage, resilience, and defiance.
Think Before You Speak
Molly Davis at Canterbury Christchurch Students’ Union
‘Think Before You Speak’ highlights the importance of respectful and appropriate etiquette and behaviour. There is a particular focus on improving sporting culture by addressing harmful language in locker rooms, on the pitch and among supporters. This campaign encourages everyone involved to pause and consider how their words impact others. The goal is for mutual respect to be the baseline for our sports teams and spectators. While we recognise healthy competition is needed we want to ensure that sport remains a positive and safe space for everyone involved.