It’s Not That Deep
Client: Lambeth Council
Agency: YCUK
My Role: Creative Director, Designer, Photographer, Strategist
YCUK (an non profit founded by myself and former youth worker/business partner Christoff Taylor) were tasked with creating a youth targeted, social impact campaign that tackles Violence Against Women and Girls (VAWG).Working with a community of young women affected by the issue, we created our campaign alongside them. Through workshops, creative education and professional practitioners there to support our community, we developed a truly authentic tone of voice. This cocreation process directly challenged how groups are traditionally engaged with by agencies who tend to use tick box forms and focus groups as the extent of their research. YCUK flips that process on it’s head, making target audiences active participants in the creative process.We delivered an OOH and digital campaign, including a 10 min short & BTS documentary capturing the process. Most importantly, we created a microsite that centralised all VAWG resources in Lambeth.