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.
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.