University of Canterbury students are being taught to deal with failure.

The University's launched the 'Fear of Failing' campaign,looking to find a healthy approach for students to think about exams.

Student association president Sam Brosnahan says there will be increased counselling services.

He told Mike Hosking the fear of failing is a leading cause for students dropping out of university.

"I think tackling it head on and saying it's okay to fail, failure isn't defeat. I think that's a really healthy way of trying to alter a students approach towards their exams." 

He says there's a lot of stress brought on by the transition into tertiary study.

Brosnahan says there's a lot of stress brought on by the transition into tertiary study.

"I think these increased counselling numbers isn't just unique to the tertiary sector, I think we are seeing an increase in demand across the board."