We got 18-25 year olds excited about volunteering

The Challenge
We were briefed by City Year UK to encourage more young people to undertake a ‘Service Year’ - a full-time, year-long volunteering programme.

Our job was to also challenge misconceptions about young people by showcasing the difference 18-25 year old volunteers are making across the country.

Our Approach
We brought stories of young people undertaking their Service Year to a broad audience, demonstrating City Year UK’s impact and inspiring the next generation of young people to join up. We emphasised the benefits of a Service Year - increasing employability, developing skills like leadership and resilience and making a positive impact in communities.

Central to City Year is a goal to improve social mobility in the UK. We took this hot topic and through proactive and reactive media relations placed City Year at the forefront of conversations about social mobility, skills, volunteering, young people and educational inequality.

We transformed ideas into stories that were right for the media, securing briefings with education and social affairs correspondents to put the charity firmly on the map and ensure key journalists turned to the Chief Executive, Sophie Livingstone, for opinion and comment.

The Results
Over the past 12 months, we have delivered a 566% increase in City Year UK’s national coverage.

This rise in profile has had a huge impact, including an increase in young people wanting to do a Service Year and more support from business.