A consulting project with Newham Council aimed at tackling high unemployment rates in the borough. To gain a better understanding for our campaign, myself and the two others in my team conducted research with a number of young people, parents, carers and youth workers in the London Boroughs of Newham and neighbouring (across the river) Royal Borough of Greenwich.
Based on feedback, we then went on to create a marketing campaign based on the notion that young people are most attracted to knowing about potential earnings over growth to higher positions or being part of the community helping to make the Borough better.
The campaign then focused on letting young people know how quickly they could work their way up to earning £1,000 a week or £45,000 per year.
We then went on to develop a website where young people could find out further information on how to get into high growth practical industries like Construction. We started rollout by getting posters printed, visiting local youth zone clubs and getting them displayed. These had QR codes linking directly to the website.
