Goal
Connexions is the confidential advice, support and information service for 13-19 year olds.
Our tasks were to:
- provide a single access point to young people's services
- drive traffic to the site and promote the support service
- increase participation of young people in the service.
Solution
'Our strategy was to create a site that became a reflection of young people's views, opinions and ideas.
'We devised and manage content initiatives that are engaging and encourage interaction.'
Young people can participate in a number of ways. They can:
- review and grade organisations in the directory
- suggest solutions/vote on young people's dilemmas
- become a regular Red Hot columnist
We also devised the IMPACT challenge where young people are invited to create the next Connexions marketing campaign.
They can win work experience at top international ad agency TBWA/London and a digital camera, simply by suggesting an idea for an advert.
Their ideas are posted on the website for a 'public vote'. Young people get the final say on which idea they like best and this is used in the campaign.
Ten finalists win a Masterclass with industry experts.
Results
Website usage has increased year-on-year.
Young people are now interacting with the website (eg entering competitions, reviewing organisations, joining discussions, voting in polls) on a regular basis.
'The website has been a crucial element in getting young people to interact with Connexions. In particular the Impact challenge has brought greater interaction by boys in the community, normally a difficult group to target.'
Chris Andrews, CEO, Connexions Sussex
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