Research & Insight

Digital Lives – Vodafone & Google

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Client
Vodafone & Google

The brief
Vodafone and Google jointly commissioned Bold Creative to carry out extensive qualitative research with 13-18 year olds, to inform their strategies for helping young people build resilience in the digital world. Digital media, technology and the Internet play an increasingly powerful role in the lives of young people. Alongside the benefits there are many challenges arising in the public domain that Vodafone and Google sought to identify and respond to. These challenges include cybersecurity, cyberbullying, sexting, irresponsible social sharing and managing digital footprints.

What we did
We designed and led a lengthy process of insight gathering, which consisted of three workshops with four groups of young people across England discussing and sharing their good and bad experiences online. Bold, in consultation with an Advisory Board of leading academics and psychologists, developed an insight report, recommendations and documentary film. Based on this research we are now prototyping offline and online tools and materials that can be used by schools, community groups, youth workers etc. All the tools and materials have one aim, to build resilience and wellbeing in young people’s digital lives.

Success
The findings from this insight project are being used to inform the creation of resources that will help promote a healthy use of digital media for young people.

Click here to download the report

 

Martin Orton workshop

Txt Up Anti-Bullying website – T-Mobile & Timebank

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The brief
T-Mobile approached Bold Creative with evidence of the growing and worrying phenomena of mobile bullying amongst young people. Bold was tasked to raise awareness of this with T-Mobile’s young customers and provide anti-bullying support through mobile phone technology and digital platforms. The brief dictated that the young people’s opinions and experiences of bullying were to directly lead on the creative output of the project.

T-Mobile-02-Kates-Story

What we did
Bold ran creative workshops with the targeted youth groups, which helped to distil and identify the different forms that bullying takes. These peer-to-peer, youth specific experiences and insights formed the backbone of the campaign.

Bold then created a series of animations with a selection of emerging young talent, tackling a range of different scenarios that young people could empathise with. The animations were then distributed via various digital platforms and social networking sites, as well as being linked from the official T-Mobile and Timebank sites.
A dedicated support website provided the facility for young people to upload tips and advice; these were then rated on their usefulness by other users. The winning tips were sent out to subscribers, ensuring the information and advice was genuinely useful to the target audience.

A ‘making of’ film about this initiative available here: http://vimeo.com/3383381

Success

  • The design was created directly with the young people themselves which ensured it engaged and resonated with the target audience
  • Bold created a ‘safe space’ for the young audience to share and air grievances and experiences
  • The project created a strong feeling of ‘you are not alone’ amongst the peer-to-peer audience, creating a centralised space for guidance and solidarity.

T-Mobile-03-Carolines-Story

The Lost Generation – Private Equity Foundation

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Client
Private Equity Foundation

The brief
Rebrand PEF. There was a lack of understanding for what the PEF brand meant and stood for amongst it’s target audience. Bold were asked to simplify and bring clarity to the PEF brand by creating a strong brand style, devise consistent marketing messages and content that would sit under one unifying brand.

What we did
Bold carried out a series of brand strategy workshops with the PEF team. These allowed us to identify and agree PEF’s unique market positioning, target audiences, brand values and create a solid brand pyramid which would underpin all other communications.

With this brand strategy in place Bold embarked on creating a new brand design which could work across all platforms and formats. We designed the PEF website, digital mail shots, printed marketing materials, annual report, an animated ident and a short fundraising film called ‘The Lost Generation’, a documentary focusing on one individual’s transition into education and employment in the face of disadvantage made possible by PEF.

Success
The Lost Generation film helped to raise over £1million – “Just wanted to say another big thank you for all your hard work on the film and animations. They were shown at the dinner last night and the feedback I’ve had so far was that they were very well received. I’m sure you will also be pleased to know that we raised a fantastic £1,046,070 which is amazing – the whole evening was a real success” Rhian Jones, Marketing and Communications, Private Equity Foundation.

Money Matters – Citizens Advice Bureau

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Client
Citizen’s Advice Bureau

The brief
Bold’s brief was to raise awareness amongst young people for the Citizen’s Advice Bureau’s youth financial advice service, a facility for young people struggling with financial troubles.

What we did
Firstly we needed to gain a strong understanding of the many issues that could lead to youth debt. So, in conjunction with Citizen’s Advice Bureau, Bold carried out a community consultation running creative workshops with young people. These allowed us to explore the reasons why and ways in which young people found themselves in debt and the impact and effect debt had on their lives. We were also able to explain the services CAB had available to assist young people in managing their debt and explore their opinions of these services.

These workshops provided the insight and knowledge for two films which were based on real life experiences of young people getting into and out of debt. The films were distributed by CAB volunteers as part of their advice package and brought a real and ‘experience’ led dimension to their communications.

Success
The two films were shown as an example of ‘Best Practice’ at the 2009 Labour Party Conference.

One of the young people featured in the films took part in BBC3’s ‘On The Money’ programme, a series about the recent financial crisis.