A full service engagement campaign for the young people of Southwark

Southwark’s brief was to develop a website that would connect young people with the wealth of activities in the borough, including, clubs, sports facilities, libraries the South Bank and Tate Modern.

Talent contest

Public Life’s solution was Whatever, a reality-style youth engagement campaign billed as “The Apprentice meets the X-Factor via MySpace and YouTube”.

It had several objectives, including to:

• develop a new youth brand, which could become a focal point for youth information in the borough.
• consult young people about what they would want to see in a website
• build a team of reporters who would provide content on an ongoing basis
• provide skills development opportunities and mentoring
• raise awareness about the activities available in the area

Auditions were promoted across the borough with posters, a microsite, a press campaign and a stand at major community events held during the summer.

Almost a hundred young people auditioned, showing off talents in writing, photography, drawing, singing and dance. From these auditions, two teams of eight were selected to compete to create the winning design for the website.

Out of the auditions, two teams of young people were recruited for a competition to develop a winning design the site.

Young designers

The teams worked with Public Life over a two week period and became involved in researching the brief, developing content ideas, creating mood boards and directing the design for their version of the site.

A celebrity panel, including Miss Black Britain Hannah Osunsina and Tim Campbell, first winner of TV programme The Apprentice, judged the designs to select a winner.

This final site is now under development as a full content managed website. Features include:

• A searchable database of clubs and activities
• User sign up, with special access to free stuff, exclusive features and a profile
• A talent gallery, where young people can upload art, photography and writing
• User ranking by young people of the activities available
• News and events, with content written by young people
• Email and SMS alerts.

The new Whatever website went live in February 2008. Visit: www.whtvr.org.