THE CHALLENGE
National Citizen Service (NCS) faced critical challenges in adapting to post-COVID-19 realities and reduced funding, aiming to remain relevant to the changing needs of England’s 15-17-year-olds. The central issue was transforming NCS’s traditional offerings into digital formats that resonate with contemporary youth, facilitating personal growth and social connectivity in a virtual setting.
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THE INNOVATION
1. Audience Insights: Utilising qualitative and quantitative research methods, insights were gathered from over 400 young individuals, which shaped the conception of an online escape room gameshow that aligns with NCS values.
2. Creative Conceptualisation: Developed 'The Big Escape,' an online gameshow infused with NCS’s core values, featuring youth icons like Adeola Patronne, ItsJustNife, and Victor Kunda, enhancing the concept's appeal and relevance.
3. Social Amplification: Executed a comprehensive social and digital amplification strategy across YouTube, TikTok, and Instagram, covering native, organic, and paid distribution to maximise the campaign’s reach and impact.
THE IMPACT
We’d like to say a big thank you to the fantastic Word On The Curb production team, for coming up with such an engaging idea that fits so well with NCS objectives, executing an ambitious project under tight timings, finding solutions and bringing so much energy and passion
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