The Youth Media Agency are currently campaigning to redress the negativity towards young people in the media. This presentation introduced a workshop at Emergency Exit Art's "We are the Future" symposium on 21st April 2012. The workshop was designed to consult young people about creative ways to campaign for their current Press Change for Youth campaign.

1. CREATIVE
CAMPAIGNING
&
The Brief

2. Who are Youth Media Agency?
• Directory of 300 youth media organisations in
the UK to launch in July 2012
• Giving young people opportunities to get
involved in media ie films, journalism
• Pathway to youth media
• Media Training for youth organisations
• Get positive youth stories in Press
• Leading campaign #presschange4youth

3. So what is a campaign?
Communicating
a message
Getting people
to do something

4. Understanding the brief
Do we know what kind of channel
we will use?
Why are we communicating?
What is the
background or ‘story’?
What do we want
to achieve?
What are the opportunities
/ barriers?
Who are we talking to?

5. Understand your audience
Age How they act
Gender How they think/ feel
What websites do they visit? What they like/ dislike
Where they live Attitude to the product
What brands do they buy

8. Decide how you want to channel
your creative concepts
Mobile
TV Press
Ambient
Online Outdoor
Radio
Word of Mouth

9. Understand how your message
fits with your audience
Don’t miss anything you’re friends are up to
Music is my life
I’m like soooooooo the girl who knows everything
YouTube is the best and only way to listen to music
Yeah but no but yeah but no but Iike yeah !!! Cheap and satisfying food

16. YOUR BRIEF TODAY
Hiran Adhia
Creative Associate
Youth Media Agency

17. How do you think young people
are portrayed in the media?

18. #presschange4youth
Background
• Sick, Feral, yob, monsters, evil, scum, heartless
• 76% of media is negative around young
people
• 68% of young people said that they would
complain if it was easier
• 16% of young people say they want to live up
to the stereotype

19. #presschange4youth
• Submission to Leveson Inquiry
• Fair press and accessible complaints process
for young people
• 86 orgs supporting
• 2000 tweets
• Only 140 signed the petition
• Over 200 people photos with statement
• Little media coverage – Guardian, London BBC, Reprezent
Radio

20. #Presschange4youth

21. Your brief, your challenge
3 Aims:
1. To get young people across the UK to show support for the
campaign #presschange4youth - Media Day
2. To get 100,000 young people to sign petition
3. To get 10,000 young people to be active online
Background: 76% of stories about young people are negative
Message: Showing support for #presschange4youth is cool
Audience: Young people 14 - 21
Platforms: Online & Ambient

22. Pitch must include....
• Working in Agency Teams with facilitator
• 30 mins
• Brainstorm ideas on the brief – just go for it!
• Decide your 3 strongest ideas
• Prepare a 1 minute pitch - make it creative
• You will then vote for the ones you like best!
Phew.....!!!