Never OK
Never OK is UEA and uea(su)'s shared campaign that challenges harmful behaviours, promotes respect, and signposts students to support.
The campaign addresses behaviours such as bullying, harassment, discrimination, sexual harassment and hate incidents. Its purpose is to help students understand what behaviours are unacceptable, encourage open conversations about respect and boundaries, and make it easier to access support when something does not feel right.
As part of UEA's proactive approach to tackling harassment, Never OK uses clear and unambiguous messaging to identify reportable behaviours and communicate expected standards of conduct. By setting clear behavioural expectations, the campaign supports cultural change and helps reduce the prevalence of harmful behaviour across our community.
Following a year-long process of consultation, development and design involving Student Journey and Support Services and uea(su), the Never OK campaign was refreshed for the 2025/26 academic year. The new approach has been designed to improve visibility and engagement, reflect real student experiences, and use language that feels authentic and relatable rather than formal or punitive.
The refreshed campaign aims to:
- Improve clarity and visibility
- Reflect real student experiences
- Use messaging that feels authentic and relatable
- Encourage conversations about respect, boundaries and harm reduction
- Help students recognise inappropriate behaviour and know where to seek support
By developing campaign materials in-house, we have created a flexible and dynamic suite of assets that can be updated quickly in response to emerging behaviours, incidents, reporting trends and key events. This approach also allows for tailored messaging in specific settings, including uea(su) venues, academic spaces and halls of residence.
Students have been consulted throughout the branding process, and their feedback has played a central role in shaping the final campaign identity, messaging and materials.