Public Sector: Campaign breakdown - Shine Week

Agency: The Red Consultancy
Client: The Department for Children, Schools and Families (DCSF)
Timescale: January to August
Budget: Undisclosed

The lowdown

DCSF asked The Red Consultancy to devise a media campaign to promote Shine Week (6-10 July), a national youth festival helping to combat negative perceptions of young people, and to celebrate their talents.

Who is being targeted?

Children, young people and teachers across England, as well as parents and the wider public.

Why is it happening?

With the belief that every young person has a talent, Shine Week aims to celebrate the positive contributions young people make and to showcase this during a week-long festival, which coincides with the last week of the school term.

Strategy and tactics

In order to generate coverage every day of the week, Red devised visually led news stories around the five festival themes of science, sport, music, enterprise and community. These included a street dance session with 100 young people on the roof of the South Bank Centre and 200 young people debating in the House of Lords.

What other action did Red take?

Red also worked on a number of strategic partnerships with well-known organisations including the Royal Shakespeare Company and EA Games, whose support created extra credibility and gave additional exposure. Red's post-event work has included collating press coverage and identifying key follow-up opportunities.

What challenges does the campaign face?

Director Georgie Chapman said: 'Securing daily coverage for a positive news story was no easy feat. We ensured we had a strong topical story for each day.'

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