Big Lottery Fund-backed youth campaign brings Livity on board

A Big Lottery Fund-backed campaign to engage disenfranchised young people has called in Livity amid efforts to create the most collaborative music track of all time.

Youth campaign: young people will have the chance to show off their musical talent
Youth campaign: young people will have the chance to show off their musical talent

The youth engagement agency will be working with charity New Day Foundation and the fund on what was called the 100 Day Remix project but has now been named the Peace Mix.

As well as helping promote the work, the agency will lead online efforts by managing a Peace Mix website, as well as overseeing Facebook and Twitter work.

The campaign, which kicked off last week with a launch party in London featuring Noisettes singer Shingai, will involve Mic Relay events held across the UK.

New Day Foundation will engage young people from across the country with a message of unity and peace.

Meanwhile, young people will have the chance to show off their musical talent in local studios, with the best from each area selected by a panel of judges to compete for the opportunity to perform alongside surprise guests at a London-based event later this year.

The campaign will also offer young musicians the chance to feature on a collaborative track, which it is hoped will include contributions from celebrities.

Almon Caspersz is PR director for Livity, and will be reporting to Natasha Stonebridge, head of comms at The Big Lottery.

She said: ‘The campaign is two-pronged. The first is to have a general message of peace and unity through music by launching an online collaboration track later this month, with young people invited to contribute an element in what we’re trying to make the biggest collaboration track ever.

'Next will be the UK tour, in which we’re inviting young people to come down, meet NDF and find out about what they did in terms of conflict resolution, as well as get involved musically.’

Livity will be looking to promote the campaign in the national media, as well as online titles including SBTV and regional bloggers.

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