We Are Together YWF -

It was such an amazing moment to see the campaign live on Monday eve! the feedback we’ve got from youth workers has been very uplifting!

– Matira Wheeler, Director of Strategy & Communications for Young Westminster Foundation

Client

Young Westminster Foundation

Timeline

March – May 2020

Awards & Mentions

The Drum Awards
The Guardian
Sky News

Role

Creative direction
Concept creation
Storyboard
Animation

Introduction

Young Westminster Foundation is a dynamic cross-sector charity. Since 2017, they have been supporting a membership of local youth clubs and organisations through grants, training and networking opportunities in Westminster, London.

In 2020 the foundation wanted to raise awareness of support hotlines and much needed funds to help young people in Westminster to get online, stay connected and access support during Covid-19 crisis.

Hypothesis

Street art is an engaging and credible way to talk to young people.
Choosing the right artist could serve as the connection between the people in need of the donations and the people who would give them.

Why?

With lots of great street artists in the UK, STIK stood out as my #1 option as being the only street artist to break into fine art and his characters are instantly recognisable throughout London.

The central message “We Are Together” tied along with STIK’s figures portraying youngsters holding hands as a beacon of hope and connectedness with the rest of the world at the biggest DOOH screen in Europe would deliver the message the foundation was trying to share.

Business Goals

This strong narrative will be suitable to grow on social media and extend the message.

Engagement with target audience

Increase donations

Drive social buzz

Raise awareness of the message We Are Together

Inspiration

Life Experience

Back in Brazil I used to run graffiti workshops in the favelas and that was the biggest inspiration for this campaign, as I knew from personal experience that street art will play a significant role to engage with impoverished youth.

Concepts

Sketches

Working closely with STIK and the client team a custom made piece was done for the campaign, using the brand colours of the YWF, that portrayed the people living in the community holding hands to deliver the message of unity. Later it was digitised and animated to be played on screen.

“This physical piece of art will tell
the story behind it for as long as it lives.”
Christopher HoInnovation Director at Posterscope

Storyboard

To potentialise and maximise the time on screen, the messages were divided into 2 different sections.

Before going to the total domination screen there’s a rotation mechanism where the screen is divided into smaller sections, the hotline message was used here to repeatedly drum home the core CTA.

Patchwork Square

Patchwork Wide

Full domination

On full domination of the screen, the big reveal. The piece would reach its full potential with the animated STIK’s figures being played next to the main message raising awareness of the donations page.