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Levelling up Game Changer’s online presence to reach young people.
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How do they make a difference?
Game Changer provides a personal service in Cornwall and the Isles of Scilly to help young people find new opportunities that aim to build confidence and gain new employable skills. Their passion, experience and wide network of industry contacts facilitate and encourage these 15–24 year olds to get access to work, education and/or training which, especially during a pandemic, can be a real game changer.
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What we did?
Alongside Laura from Real Ideas and Game Changer, we partnered with four young people who had previously gone through the programme. Already passionately wired to communicate their own personal experiences, they were keen to meet (virtually) and brainstorm some of the things they’d like to see. The idea of three individual character stories was established early on – our job was to find an engaging narrative and a way to tie them all together visually, all the while providing a nod to their Cornish roots.
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We didn’t need much persuading to dive into the character development and mapped out a character base that would lend itself to simple character rigging and then style them to make them feel young – you may well notice that Calum thinks he belongs here with his very own character!
Using Game Changer’s brand identity as a baseline, we designed original assets and illustrations that would also appeal to a younger audience. The voiceover was even supplied by the group we worked with – it really was a campaign for young people, by young people.
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How did this make a difference?
The collaborative efforts between us and the group of young people gave us a rich insight into the language, the characters we developed and even the music we chose (we were told very early on that the ukulele would not be making it’s debut here…).
By giving the group insight and ownership of the creative process and letting them have their say on key decisions, the result was an eye-catching animated campaign that will communicate clearly to the next wave of young people, helping them find their way in this world.
Fantastic service. Upshot were amazing working with our Game Changer participants and truly captured the essence of what they wanted to achieve. The final videos are great and we can’t wait to share them far and wide.
Laura Adams, Programme Coordinator
