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Social adverts with big social impact

Speakers for Schools are a UK-wide charity that empowers young people from state schools and colleges to reach their potential by opening doors to life-changing inspirational talks and career-enhancing work experience opportunities.

But, how do you reach out to inspire a generation of savvy digital natives to engage with the charity and get involved?

By recognising the uniquely pervasive and persuasive power of celebrity and social media, and using the phone in the young person’s hand to deliver a compelling and original campaign that will get them thinking about their future.

What would your reaction be if UK rapping legend Wretch 32 FaceTimed you? Chances are you’d be surprised and more than a little curious to find out more. And that was just the thinking behind the creative approach we used for the trio of adverts for social media crafted as part of our youth-focused campaign ‘Your Future’s Calling’.

Created by our in-house Creative Team, these adverts cleverly imitate the FaceTime user experience and pop up in young people’s stories as pseudo calls from celebrities, inviting the young person to engage by swiping up to answer. Each advert begins with the familiar FaceTime ringtone and features a famous face on the caller ID before launching into a short ‘chat’ about careers with either comedian James Acaster or rapper Wretch 32.

As each ‘chat’ ends, the call neatly segues into a screen that prompts the young person to consider their own future and take action – either by clicking through to the charity’s quick career personality quiz (that then connects them to work experience opportunities) or by watching more inspirational talks.

Skilfully edited by splicing together video footage of celebrities who have volunteered their time to the charity to provide inspirational talks on their careers, there’s no question that this project delivered on its objective to deliver disruptive but engaging social content that really ‘spoke’ to the charity’s youth audience.