BBC NEWS BRAND

2020 was a year of uncertainty, and BBC News wanted to communicate to its younger audience that it was on their side and they were listening.

We saw this as an opportunity to directly hear from young people across the country. Hosting a series of interviews to hear their hopes, dreams and concerns for the future. We then collaborated with poet Rakaya EsimeFetuga to carefully craft a poem using transcripts from the interviews. The poem was brought to life by our young people in the final film. The interviews were used as part of the wider campaign.

Role: Creative | Creative partner: Jules Middleton

Agency: BBC Creative

Client: BBC News

Creative Director: Lisa Pettit, Kit Dayaram