UK charity Street League appoints Livity for first ever youth marketing campaign
UK charity Street League has appointed Livity to relaunch its brand and create its first national marketing campaign targeting young people to date. Livity won the work following a competitive pitch.
Street League, which aims to bring an end to youth unemployment by harnessing the power of sport, has enlisted Livity to help it launch a nationwide recruitment drive targeting young people not in employment between 16 and 25, with the aim of getting them to join Street League’s Academy programme. The programme runs for 10 weeks and involves two hours of sport and two hours in the classroom every day, teaching vital employability skills, such as CV writing.
The campaign, which will launch in August, will tap into increased awareness about the power of sport to improve and transform people’s lives, heightened by excitement around the upcoming Olympic and Paralympic Games. It will also coincide with the nationwide release of this year’s GCSE results, with a view to offering young people an alternative path to career success.
Matt Stevenson-Dodd, CEO at Street League, said: “We were really impressed by how well Livity totally understood our ethos, approach and goals and by how well they know young people. Their unique model and focus on co-creation enables them to develop fantastic creative which really strikes a chord with this audience and thus drives true social change. Involving and listening to your audience is the best way to develop truly effective campaigns and that’s why we wanted to work with Livity.”
Lianre Robinson, client services director at Livity, said: “Everyone at Livity was absolutely thrilled when we won the Street League pitch. This absolutely taps into the Livity sweet spot: improving young people’s lives through an exciting creative opportunity.”
Street League has also offered a position within their marketing team to intern Tiye Walcott, who took part in Livity’s Digify UK industry internship – a unique collaboration between Livity, the Marketing Agencies Association and Google – this year. Walcott will work on launching the upcoming campaign at the end of August, that she also had input in creating.