Youth opportunities campaign

Defining the challenge
Use storytelling to inspire and educate young people in Milton Keynes about the opportunities and future available to them in MK.

Taking action
We built stories based on real-life opportunities and case studies in MK – police cadets, carer support and apprenticeships. A storytelling approach that put the voices and journeys of young people front and centre. Honest, relatable, real. Not councillors or spokespeople.

Getting results
The animated creative was designed to feel distinctly non-council. Fresh colour palettes and music, unbranded, stories told strictly within 30 seconds. They were shared on Snapchat and TikTok – the platforms the audience’s lives revolve around. The council saw the sense of opportunity in young people in MK rise by 5%. 

The wider impact 
The impact beyond the core campaign could reach even further. Hope and opportunity for young people could translate to much wider positive impacts for MK’s economy, safety and employment. Results to be embraced not just by the council but by all MK agencies, across policing health, social care and beyond.