CLIENT: Education Business Solutions
CAMPAIGN: Manchester create your own future
SERVICES: DESIGN | PR
Education Business Solutions tasked SASS' PR and Design Centres of Excellence with creating an informative DVD aimed at under-achieving and under-privileged children aged 14 and 17. The organisation, which works in partnership with primary and secondary schools across Greater Manchester, briefed the agency to produce an insipiring piece of communication to be showcased in schools, youth clubs and Connexions offices across the region.

From the outset we aimed to deliver a DVD that would get children to sit up and take notice, communicating in a way that engaged both male and female pupils from varying socio-economic groups and ethnic backgrounds, without being patronising. In order to achieve this, we held a series of focus groups with Manchester pupils and this highlighted a collective passion for the Manchester-based drama, Shameless. Buy-in from the show's producers was then obtained by SASS and this enabled filming to take place on the show’s set and secured the participation of lead actors for a nominal fee.

Rebecca Ryan fronted the DVD and Jodi Latham provided the voiceover. In addition, a number of individual career stories demonstrated the impact of education on a young person’s future and brought key messages to life. Footage from major city centre locations provided an instantly recognisable backdrop and a SASS-created opening graphic showcased the city's skyline. Dynamic and edgy camera angles were used to connect with teenagers from the off and music with a modern sound, synonymous with Manchester, added the final touch.