Cambridge Access Validating Agency (CAVA) has launched a new initiative called Pass the Mark, aimed at spreading awareness about the Access to Higher Education (HE) Diploma. This nationally recognized one-year qualification provides adults with the opportunity to progress to university, regardless of their background.
The campaign, launched on Monday 21 July 2025, aims to reach thousands of potential learners and educators who may not be aware of this route to higher education. At the heart of the campaign is a simple object with a powerful purpose – a bookmark.
Each bookmark features a QR code that links to clear and accessible information about Access to HE, its benefits, and how to get started. The campaign encourages people to pass the bookmark along to colleagues, students, friends, family members, and anyone who may benefit from this opportunity.
Former Medicine student, who went through the Access to HE route, shared their experience, “Access to HE made me feel like I was not only capable, but that I was good. It built my confidence and belief in myself.” Pass the Mark aims to create more opportunities for adults like this student to transform their future through education.
CAVA’s CEO Emily Ross stated, “At CAVA, we believe every adult deserves the opportunity to transform their future through education. Pass the Mark is part of our commitment to championing lifelong learning, and a powerful reminder that one small conversation can spark a life-changing journey.”
The campaign has already begun rolling out across the country, with digital and physical bookmarks being shared in member colleges, staff rooms, libraries, and communities. A downloadable toolkit and more information about the campaign can be found on the CAVA website.
Because every educational journey starts with a mark, and every adult deserves the chance to make theirs.
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.