Faith in the city

Faith in the City from Bold Creative Showreel on Vimeo.

Client: Tower Hamlets Partnerships
Creative: Educational Interactive DVD & 4 minute documentary animation 

Objectives
Tower Hamlets approached Bold Creative to help mediate and map young people’s opinions on issues of Faith and Britishness. These ranged from personal experiences of religion through to the portrayal of Muslims in the media; aimed at promoting a positive awareness of the Muslim identity in the area.

Strategy
Bold Creative used their innovative community engagement tool ‘Tagmap’ to record young Muslims own opinions on questions of identity. The end product needed to be informative and able to flow from peer-to-peer to spark debate and create an awareness of the challenges young Muslims have growing up in today’s society.
With the highest proportion of young people and Muslim groups in the UK resident within Tower Hamlets, Bold Creative were keen to produce a product which could be used to counterbalance negative and inaccurate perceptions of Islam.

Output
Bold Creative designed a Leaders Pack for Youth, Education, Faith and Community Leaders.
This included an interactive dvd resource, designed to support youth leaders and teachers in discussions of identity and faith.
A 4 minute documentary animation was created which interviewed young Muslims on a wide range of topics. The issues included propaganda in the media, radicalism, being British, misinterpreting Islamic culture, and misunderstanding them - the next generation of British Muslims. 

Bold Creative launched the creative by hosting an event involving around 100 young people from the area aged between 13-21yrs to contribute to the discussion and bring the debate alive. 

Wider Results 

1. The prototype pack supports capacity building and strategic communications as part of Tower Hamlets Scrutiny’s & Equalities approach to working with Muslim communities.
   
2. Positive local awareness via BME and local media editorial.
3. The project has become industry and local government 'best practise citation' from trade media.
4. Online distribution to youth social networking sites, and the potential to seed
   via mobile application; Bluetooth.

 **** The Leaders Pack is currently being developed to support curriculum teaching in Citizen and Religious Education. 
***Bold Creative are rolling out to Community, Youth, Faith and Educational organisations in Tower Hamlets.