The challenge
EdComs was commissioned to work with Comic Relief in January 2008 to:
- develop an under-18s strategy to engage young people in the UK and bring Comic Relief's vision and mission to life for them
- deliver an implementation plan with clear deliverables, which harnessed Comic Relief's core strengths of entertainment and media
- work towards a solution that enabled the engagement with young people to extend beyond campaign time.
Our approach
Developing the strategy involved:
- conducting a review of Comic Relief's current activity
- setting up a working group of senior Comic Relief staff to feed into the strategy-development process
- conducting individual interviews and workshops with the working group
- conducting interviews and workshops with experts from the media, charity and commercial sectors.
EdComs went on to develop a delivery plan and produce the online articulation of the strategy in collaboration with the digital agency, Magic Lantern. This was then tested with young people and teachers.
Outcomes
The strategy and delivery plan provided a number of new opportunities for Comic Relief, enabling the charity to improve its engagement with young people.