How do you get into the busy life of the average student?One step at a time.Students are exposed to a wide range of media, from radio and print to the internet. Their attention span is limited. So how do you get them to• change their perceptions of accounting as a career, which is widely misunderstood by students; and• take the CPA (Certified Public Accountant) exam?We used communications across disciplines and channels and concentrated on quick messaging, calling for engagement and interaction. Over time, with exposure to the programme, students would become familiar with it.