ABOUT

Recent years have seen young people across the UK tackle the most pressing socio-political issues in order to make a positive change for the future.​

In 2020, a year afflicted with uncertainty and worry, new research conducted by Samsung showed that nine in ten 18-25 year olds felt that compassion and technology were key to building a better future for everyone. ​

This insight was pivotal to phase 2 of ‘Not A School’. Building on the success of 2019’s inaugural programme, we extended 2020’s to a wider audience and pivoted online in response to Covid-19 conditions.

We enrolled non-traditional course mentors, considered experts in their field to teach students about the all-important 4C’s: creativity, communication, collaboration and critical thinking, as well as more general life skills. All crafted with the intention of enabling young people to become game-changers of the future by offering the skills, support and technology know-how to pioneer a better world.
To launch the programme we created a hero film starring British rapper Lady Leshurr, giving an insight into the course themes and encouraging young people to sign-up.​

We enlisted Editor-in-chief of gal-dem, Liv Little and filmmaker and climate activist, Jack Harries, among other high profile course contributors to front the programme. And partnered with online learning experts FutureLearn, optimising the course for a virtual setting and giving us access to their database of 12M learners worldwide.

The campaign was rolled out acrossSamsung’s and influencer’s own socialchannels and via FutureLearn.

13K Sign ups on FutureLearn
104M Impressions
100K Site Visits
16.5M Video Views
310K Reach on talent posts
25K Likes on talent posts