Educating Yorkshire - School's Back

Media portrayal of teens can feel bleak, so we used the return of Educating Yorkshire to shift the narrative by celebrating the brilliance and chaos of youth. We invited more than 400 schoolkids to create the entire campaign. We held writing workshops, run by our creatives - and let the kids loose on the design, photography and writing for our posters. They were so brilliant, we ended up with about 50 executions. Marketing loved us! The result? Half a billion impressions, 8.7 million viewers, and a generation of teenagers seen for their talent; writing the headlines not featuring in them.

Category

Writing - Poster advert (campaign)

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