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.
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.
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 […]