The National Citizen Service is a country-wide programme for 15-17 year olds that helps them build confidence and skills. Our challenge was to recruit 100,000 young people to go on programme. However, when dealing with a youth audience, authenticity is key. They don’t trust traditional media or institutions.
Our strategy was to hand back the narrative to young people by using trusted voices, curated user generated content and credible peer-to-peer messaging. ‘Change Your Summer’ – was a mobile-first campaign that reached young people on the platforms they regularly use: Facebook, Instagram, Snapchat, YouTube, Twitter, email, web banners, influencer partnerships and online PR.
We delivered 65,000,000 impressions, 1800 pieces of coverage, signs up increased by 10% and – most importantly of all – 100,000 young people went on programme.