Client:
Leicester City Council
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Project:
One Brilliant Future
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Background:
One Leicester is Leicester City Council’s sustainable community strategy programme. Research undertaken by one of their partners identified that , adults had a negative stereotype of young people and some felt threatened when seeing a group of young people. We wanted to change their perception and for them to see young people as talented, creative, helpful, ambitious, giving, intelligent, positive, caring, and energetic… in other words, brilliant!
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Creative:
We created a competition that ran for two months which young people submitted artwork, photography, writing, music, and videos, to share the positive things that they do. We designed a website where the entries were uploaded so that other young people and adults could see what had been submitted. Each week there was a prize of £50 and a £250 prize for the overall winner. To promote the campaign we created a viral video using stop frame animation as well as other promotional items such as posters, pens and t-shirts. There were 120 entries throughout the two months. After the campaign, we produced a calendar aimed at adults to show to them the positive things young people had been doings.
Poster
Viral video
Landscape poster
6 page leaflet
Website
