BU student Tilly Kumar has been named the inaugural winner of a scholarship designed to celebrate talent and creativity in marketing and communications.
The Wildfire Future Communicators Foundation (FCF) Scholarship, funded by tech PR agency Wildfire, offers students enrolled on the BA (Hons) Marketing Communications an annual prize of £2,500 together with career support.
This year’s theme, Communicating AI’s Climate Contradictions, challenged students to design bold, low-cost campaigns highlighting the environmental impact of artificial intelligence while promoting sustainable practices.
Tilly impressed the judges with her innovative ‘Stop the DrAIn’ campaign, which urges students to think critically before turning to AI platforms, emphasising the hidden climate costs of AI use - such as water and energy consumption. Her research-driven campaign also encourages students to develop their own thinking skills through social quizzes and discussions, reinforcing the message that AI should not be the first resort.
Tilly said: “I am so grateful to have been awarded the scholarship. It felt important to talk about the challenges with AI that I see within the university and the damages it can cause the environment‚ and potentially a graduate’s future. Sustainability has always been important to me and therefore I wanted to grow my understanding and share both the dangers and opportunities that come with combining AI and education. My campaign aims to inspire like-minded students and ensure they develop long-term and sustainable futures.”
Alongside the financial award, Tilly will receive a one-hour mentorship session with Chris King, a BU graduate who is also joint Managing Director at Wildfire, and gain access to future opportunities through the FCF network.
Chris said: “Tilly impressed us with a level of rigour and imagination that cuts through the noise around AI’s climate impact and turns it into something actionable. Her work challenges behaviour, sparks reflection, and shows the kind of thoughtful, responsible creativity our industry needs. It’s a privilege to support her through the Wildfire FCF Scholarship and help shape the next wave of strategic communicators”
Dr. Sae Oshima, Programme Leader for BA (Hons) Marketing Communications, said:
“This initiative aligns perfectly with our vision of using creativity and communication for positive social change. Tilly’s success demonstrates the intellectual curiosity and rigour we aim to foster in our graduates. I’d also like to extend my heartfelt thanks to Wildfire and the Future Communicators Foundation for giving our students the opportunity to engage critically with such a vital topic.”
