Gordon Brown promised to eradicate child poverty by 2020, Newsround wanted to apply pressure on the Government to ensure they kept their promise. So our brief was to raise awareness of child poverty in the UK by creating a factual animation for CBBC’s Newsround Special on the issue.
What we did
We had developed the concept of documentary animation in 2006 by working with some of the toughest kids in the toughest neighbourhoods of East London. Why? To tell their stories visually whilst retaining their anonymity. The BBC picked up on our concept and as a result changed the creative vision for their CBBC Newsround special episode on child poverty to use our documentary animation format.
Following a six-month consultation process by the BBC to identify the real life stories of those children living in poverty, Bold Creative spent two months with Dillon and his family. Given the highly sensitive nature of Dillon’s situation we dedicated just two team members to work with him and his family, chatting and interviewing using audio only, really getting to know him, understand his situation so we could translate his story honestly.
“…we had mould on our feet; I was going to school stinking of wee. I didn’t know what a toothbrush was either…” Dillon
Bold Creative worked with the highly personal material to create an innovative three minute 2-D and 3-D animation telling Dillon’s personal, first-hand account of how poverty had impacted on his young life and on his family. ’The Wrong Trainers’ screened on CBBC’s Newsround on BBC ONE on the 1st Dec 2006.
Bold are extremely proud of pioneering a broadcast format which engages young people with tough […]
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.
University College London Hospital
Two out of the sixteen floors at UCLH are exclusively dedicated to young people’s inpatient services, there is also an under 18’s outpatients unit. Despite this the UCLH website lacked content and information exclusively for their adolescent and paediatric department.
Therefore Bold’s challenge was to create a new website that would prepare a young person for their first visit to hospital. We needed to address the negative perceptions surrounding a hospital visit by communicating what things are really like at UCLH, answering common questions to ensure the website was the first step in overcoming their anxieties and fears.
What we did
With social networks at an ever growing rate of popularity amongst adolescents we asked, ‘If UCLH was a social network what would it look like?’ This question pushed us to explore how interactive and personalised the website could be whilst still remaining manageable for UCLH administrators. This enabled us to create an overarching structure for the site from which we could build the content.
Our designers and illustrators worked directly with children and staff on the ward to capture the nuances of the environment and talk directly with patients about the developing designs and website structure making them active participants in the direction of the final designs which ensured we created a design that was relevant and appealing.
Authentic content was crucial to this website. Therefore we ran several workshops with existing patients to identify their stories, experiences and the many questions they had about their hospital visit. This insight enabled us to determine the real strengths of the hospital through the eyes of young people. It informed the content strategy for the website, how photo, video, and text […]
Client Paul Hamlyn Foundation
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 […]
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 […]
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.