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.
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 […]