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.
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
- 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.
Barts and The London Hospital NHS Trust
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.
The warm and engaging website is continually used by staff and families to support the children throughout their stay in hospital.
NSPCC & Childline
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.
- BAFTA for Children’s Short Form
- UNICEF Children’s Award
- PROMAX Gold
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.
- 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 […]
Nominet Trust, Tower Hamlets Council, Demos, Wikimedia UK, Association of Chief Police Officers (ACPO)
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.
- 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 […]
Citizen’s Advice Bureau
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.
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.