Co-op Foundation “ Belong ”
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What ’ s their aim ?
The Co-op foundation aimed to spread awareness and understanding around loneliness felt by young people . The collaboration was between the Co-op , a selection of young people and the digital agency ‘ Effervescent ’. They were all committed to creating large scale positive change between them .
How did they achieve this ?
The collaboration was created by nine young people aged between 11-22 , they created a visual animated film expressing different characters portraying different emotions , brought together with a catchy song placed . This came together to portray a easily understood childlike energy , gripping the viewer to listen and understand .
What can I take from this ?
The bright gripping visuals which encouraged young people to listen , a short catchy slogan and the tone of voice which was easily understood by both young people and adults .
Any feedback ?
The Co-op foundation communications manager said “ I remember how nervous I was when the young creative group first pitched the campaign . But I was blown away by how authentic their ideas were . It proved to me that young people really are the experts on the issues that affect them , and we should put them in charge more often . ” ( Mortimer , Andy , 2019 ) Therefore the issues surrounding young people suffering with loneliness need to come from the young people themselves . Giving young people the chance to be heard , giving them back the space to have their voice again .
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