Student Champion of the Year: authenticity and collaboration
July 27, 2026
Our #WeAreInternational Alastair Niven Student Voice Champion Award celebrates individuals who have consistently put international students at the heart of their work; not just as participants, but as partners, storytellers and leaders.
Andrew Howells has done exactly that, through a career in marketing and communications roles across international education. From sector bodies to pathway providers, he has ensured that international students are not just spoken about, but are visible, active participants in how international education is represented and shaped.
“What motivates me most is the impact international education has on individuals’ lives and on societies more broadly. When international students feel welcomed, supported and able to thrive, the benefits are felt far beyond campuses and classrooms.”
Read about the challenges he’s faced, how he’s overcome them and his recommendations for championing students’ voices in your role.
The need for authentic storytelling
During Andrew’s time as Assistant Director for External Affairs at Universities UK International, he played a leading role in championing the value of international students to the UK, including through sector-wide campaigns like #WeAreInternational and #WeAreTogether.
At a time when public discourse around international students in the UK was becoming challenging, these campaigns played an integral role in shifting the focus away from policy alone, and back to people, powered by authentic peer-to-peer storytelling. Andrew explains:
“Many discussions about international students are framed purely through policy or economic debates, and while those conversations are important, they can sometimes overlook the human stories - the aspirations, challenges and achievements of students themselves. It has to be about winning hearts and minds.”
By working across the sector, actively collaborating with universities, charities, organisations and international student ambassadors, the campaigns enabled students to tell their own stories and engage directly with prospective students worldwide.
This is why we believe #WeAreInternational is so powerful and UKCISA is proud to have continued its legacy: it celebrates real international students and recognises the value they bring to the UK.
Removing barriers through student voice
Andrew brought the same commitment to student-centred storytelling to his work as Chief Marketing Officer at NCUK, where he led the development of the global brand campaign ‘dare to dream: the world is waiting’.
Informed by extensive student insight, including focus groups, surveys and NCUK student ambassador engagement, the campaign addressed real concerns that students had shared.
“One of the key insights was that students were looking for reassurance - reassurance that they would be academically prepared, supported and able to succeed in a new environment.”
By placing students at the centre of the storytelling, the campaign showed the role that pathways can play in supporting academic and personal transition, helping strengthen prospective students’ confidence in pursuing international study opportunities.
Meeting challenges with collaboration
Like many in the sector, Andrew told us that one of the biggest challenges has been navigating periods when public discourse around international students becomes more politically charged.
“There were moments when international students were being discussed primarily through the lens of migration policy rather than as valued members of our academic communities and society.
At those times it was important for the sector to work together to present a more balanced and evidence-based narrative.”
Through collaborative, student-led storytelling, Andrew and sector partners helped reframe the conversation, reminding audiences of the many ways international students enrich universities and communities across the UK.
Recommendations for championing student voice
Drawing on his experience across the sector, Andrew highlights key principles to champion student voice:
- Embed student voice from the start: Actively involve students, from focus groups to ambassador programmes, in shaping strategies and campaigns from day one. Ongoing consultations will ensure messaging reflects what students genuinely need
- Prioritise authentic peer-to-peer storytelling: Students trust other students. Real stories, told in students’ own words, builds credibility and connection more effectively than institutional messaging alone
- Collaborate widely across the sector: Collective action between universities, organisations and students helps present a balanced narrative
Find out more about our 2025 winners' stories. Nominations for #WeAreInternational Awards 2026 are open until 10 August.
