Go think big

Background

• In 2012 there was a youth unemployment crisis in the UK.

• O2 had been focused on supporting young people for a few years, but it was clear that something different needed to be done to help them get on the career ladder.

Solution

• Go think big was an innovative Youth Work Skills platform in partnership with Bauer media, and championed by the agency, Zenith Optimedia.

• The programme offered work experience at O2 and Bauer Media, with an online hub advertising opportunities for placements, events and internships.

• In media and customer channels young people could access useful resources, including inspiring stories and tips on how to get ahead in different careers.

• The campaign came to life in Bauer's popular magazine and radio channels, as well as O2's sponsorship touchpoints like England Rugby, music venues like The O2 and many other partnerships such as Boiler Room.

Impact

• The programme helped over 1m young people to access work experience, and to develop the right skills and mindset to succeed in employment

• 40 other businesses from Sky to IBM, joined Go think big, offering more opportunities.

• The programme was endorsed by Prime Minister David Cameron.

  

  Campaign thanks to Zenith Optimedia, VCCP and partners