Keeping Youth Safe
SEED + THE CABINET OFFICE CReATE A YOUTH C❇MMS sTRATEGY...
Challenge + Idea
Feeling neglected and ignored during guidance at the start of the pandemic, The Cabinet Office needed to communicate directly to students with relevant messaging to help keep them safe.
Working alongside The Cabinet Office, Seed act as the key strategic and insight agency to plan and implement their marketing and comms aimed at young people.
We constantly checked in on the reality of the situation our audience was facing, holding weekly focus groups and creating surveys around key topics to test assets and inform our strategy.
Tapping into the power of peer-to-peer influence, we enlisted young people from our network to produce content that communicated relatable messaging - from returning to Uni safely, to medical students debunking misinformation around the vaccine.
Taking the best bespoke content, we further amplified the campaigns via paid adverts across Facebook, Instagram and TikTok to ensure the messaging was being seen by the right people in the right places.
We continue to work closely with The Cabinet Office, providing insights to advise and plan future guidance campaigns that support young people.