Youth Engagement

Human Rights MOOC – Amnesty International

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The brief

The Human Rights Education team of Amnesty International Secretariat (AI) approached Bold to produce their first Massive Open Online Course (MOOC) aimed at teaching young people worldwide how to defend against human rights violations. They also wanted all the learnings captured in a set of brand guidelines for future MOOCs. The turnaround time was fast, the budget was lean and they also needed brand strategy thinking before we could start on production.

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What we did

Working often remotely, as the AI team were located across six countries, Bold started with a brand strategy phase to help streamline their wish list of materials and lead the creative approach of all assets.

We produced a series of six animations all linked together to form a narrative based game i.e., learners could watch a short animation, answer questions about what they saw and debate what could happen next before the next episode was released. We suggested a comic book style for these animations, thus cutting down the number (and therefore the cost) of individually drawn animation-cells. We offered to produce PDF versions of these films for those locations with bandwidth too small to play films – a style beautifully suited to comic book animations.

We also made three longer animations called ‘Mastering Rights’ which each explained the freedom of association, expression and assembly. This required delicate scripting as we had to stay truthful to the legal framework of these rights, whilst making the language jargon free and accessible to all – including non-native English speakers. Then followed the production of a 30 sec promo, which we later cut down and delivered as a mute version for use […]

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

Artie Beat – British Heart Foundation

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Client
British Heart Foundation

The brief
Children’s British Heart Foundation (CBHF) has a growing online community of children following Artie Beat, a friendly heart shaped character who encourages children to eat healthily and keep fit.

Building on Artie’s success in Series One, The British Heart Foundation (BHF) recommissioned Bold Creative to create another five, one-minute animations, targeting children aged 5-12 years.

The objective of this second series was to extend the reach and appeal of Artie, and in turn drive traffic to cbhf.org.uk.

What we did
The approach for Series Two was to empower children at home and at school to be as healthy as possible and encourage them to have their own ideas about how they could achieve this. Each of the animations needed to promote this proactive thinking and speaking out – take control, act now, get healthy.

Series Two also needed to be grounded in real life scenarios which would be recognisable to the children. What new environments could Artie Beat explore? What new missions could he undertake? Where might he find children in need of a helping healthy hand? All of these formed the basis of our new animations.

Our team of animators and illustrators created storyboards and animatics to depict the overarching narrative, from which we then built the deeper storylines, fine-tuned the messages and add poignant moments in the plot to maximise engagement. Artie Beat was brought to life using 2d vector animation.

Narrator, sound effects and music were also used to make the animations as immersive as possible for children.

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.

Youth Amplified – Speakers Corner Trust

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Client Paul Hamlyn Foundation

The brief
In 2012 Bold Creative, the Speakers’ Corner Trust and University of Leeds gained funding from the Paul Hamlyn Foundation to run a co-creation project ‘Expressing Citizenship’. The objectives for this project were to increase core skills and employability amongst disadvantaged young people through a community action project focused on speaking and listening.

Our brief was to develop and distribute an innovative digital educational tool to help young people improve their speaking and listening skills, and in doing so, to overcome their lack of experience and confidence that prevents them from fully engaging with community life.

What we did
The first stage in the process was to define the core speaking skills we wanted the young to master, these were projection, persuasion, listening, confidence, argumentation and negotiation. Secondly we needed to create a brand that would appeal to young people and move public speaking away from a high brow pastime to something that was relevant and appealing to our young audience. Thirdly we devised a workshop programme that would develop these key skills amongst the participants. This stage of the project was done in consultation with University of Leeds, bringing together academic knowledge, audience insight and creative ideas.

We knew that in order to engage young people in this subject we needed to allow them to talk about something they were passionate about whist still keeping the issues relevant to their local community. So participants put their skills into practice by fighting for something they wanted to change in their local community via video messages to their local MP. We also created short animations from participants’ sound bites describing the progress they’d made and we captured young people’s experiences on […]

Kids Hospital – Bart’s and The London

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Client
Barts and The London Hospital NHS Trust

The brief
Design and build a dedicated website for children visiting Bart’s and the London children’s hospital (BLT). It should aim to help expel the myths and anxieties that children often feel about going to hospital for treatment or an extended stay in the wards.

What we did
Barts is the first point of contact for some of the sickest and most injured children in the London area. Therefore it was important that we reflected the hospitals services in the most sensitive way.

To ensure we got this right Bold ran a series of interactive and creative workshops with existing patients to explore the ‘touch points’ of children going to hospital. By gaining a better insight to the stresses, fears, anxieties, experiences and hopes children felt we were able to generate an approach to the new website that would really connect and appeal to the target audience.

Bold created a website ‘full of real life experiences’ that was informative, fun, comforting and inclusive. Using video diaries and animated documentaries we were unable to show what it’s really like to be patient at the hospital in a non-threatening way. Topics ranged from why children shouldn’t be scared of needles and medical procedures, through to the experience of coming into A&E.

Bold hosted a launch event in conjunction with the BLT, attended by the children, families, staff, local health and educational organisations, a celebrity host and local media.

Success
The warm and engaging website is continually used by staff and families to support the children throughout their stay in hospital.

See Something, Say Something – Nickelodeon

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Client
Nickelodeon

Partners
NSPCC & Childline

The brief
As part of their ‘See Something, Say Something’ campaign Nickelodeon wanted to produce four short animations that explored the impact of bullying amongst children aged 6-11. To ensure the films appealed to this young audience the stories needed to reflect the ‘real life’ experiences of children just like them.

What we did
In order to develop truly engaging and relevant creative content for this audience we needed to fully understand bullying and its impact amongst this age group. Therefore we conducted in-depth insight research with the target audience. This included a series of UK wide primary school workshops, where children were interviewed one-to-one and in groups to encourage discussion around the different manifestations of bullying in the UK schools’ environment and its impact on both the individual and their wider peer group.

From this research we were able to gain real insight into the different experiences and perspectives on bullying which led us to structure the creative around three key perspectives: the bully, the bullied and the witness to the bullying. We selected four personal accounts to reflect these persectives and brought them to life using animation.

The animations were broadcast as part of Nickelodeon’s ‘See Something Say Something’ annual CSR campaign in November 2009 and reached an audience of over three million.

Success

  • The animations received significant endorsement from opinion formers in many different industry sectors, including charity, advertising and media.
  • Bold has won three acclaimed awards for the ‘See Something, Say Something’ films
      • BAFTA for Children’s Short Form
      • UNICEF Children’s Award
      • PROMAX Gold

    awards

    Telling the Story – Teach First

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    Client
    Teach First

    The brief
    Teach First had completed a lengthy and insightful piece of research around educational disadvantage. They needed to find a way of presenting this information in a creative and engaging way for multiple audiences.

    There was also misconception that Teach First was Government body and not a charity. The organisation lacked public awareness for Teach First as a key player in addressing educational disadvantage in the UK

    What we did
    The first step was to work closely with the communications team at Teach First to explore the various ways in which the research findings could be presented. Discussing and brainstorming the findings, audiences, objectives and desired outcomes together meant we, at Bold, had a solid foundation on which to develop a creative solution.

    It was clear the most compelling way to present the findings was to bring them to life with personal stories. So by marrying the hard facts with real life stories we were able to engage the audience on emotional level which would have by far the greatest impact.

    With the approach in place we worked directly with teachers and young people from across the UK to produce content for a multi-platform campaign which included info graphics, animations, short documentary films and a website. It was imperative the content was honest and reflected young people’s real life experiences so we worked on the ground with them to ensure we represented their experiences truthfully.

    Success

    • The campaign created a storm of activity on Twitter, with over 500,000 shares in 5 days
    • The films were shown at 50 Teach First events across the country, including 10 year anniversary events at the House of Lords and Royal Festival Hall
    • The Teach First website was subsequently re-branded and rebuilt, utilising the campaign content we […]

    The Digital Disruption Project: Phase II

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    Client
    In-house project

    Partners
    Nominet Trust, Tower Hamlets Council, Demos, Wikimedia UK, Association of Chief Police Officers (ACPO)

    The brief
    Bold Creative found, through meeting young people for other projects, that they both trusted and used the internet more than any other generation, but were not always savvy, critical consumers of online content. They lacked digital judgement and because formal education struggles to fill their knowledge gaps, those in a position to teach these skills also lacked the training and materials to do so.

    As the digital world plays an increasingly central role in how we all learn and form opinions about the world and each other, it is now critical to be able to tell the good information from the bad and to ably navigate the grey area of opinion in the middle.

    What we did
    Bold established Digital Disruption to create and supply tools and training that young people need to be savvier, more discerning internet users. The aim of this project was to improve young people’s digital judgement combining ‘traditional’ critical thinking skills, such as source verification, with ‘new’ knowledge about how the digital world works, such as understanding search engines and YouTube.

    We:

    • Created tools through real engagement and co-creation with young people. Tower Hamlets Council was our partner for the pilot project.
    • Worked with a group of 13-19 year olds in the pilot phase to investigate how the content they saw online influenced them and shaped their opinions. Vulnerable young people from this community who were identified as ‘at risk of radicalisation’ lacked skills to challenge and disrupt extremist messages online.
    • Showed young people how to recognise and deconstruct propaganda, and therefore protect themselves against extremism. Our group of co-creators produced four films with Bold on understanding propaganda which have […]