In an 18-month partnership with The Pool, EY wanted to talk to millennial women and older mothers of teenagers in two separate campaigns.
HOW TO FUTURE-PROOF YOUR CAREER
THE TASK: EY had just completed an extensive report on future skills and wanted to communicate this to a broader base.
THE RESPONSE: A panel event at Twitter HQ, hosted by The Pool and Twitter, with speakers including Stem visionary Anne-Marie Imafidon and entrepreneur and campaigner, Belinda Parmar.
THE CREATIVE: Articles pre and post the event on the issues that were raised in the report (eg; the threat of automation and upskilling). Twitter Periscope and Twitter Live at the event. Post-event videos and clips for social (Twitter and Instagram).
HOW TO FUTURE-PROOF YOUR CHILD
THE TASK: EY launched a programme called Parental Advice, aimed at helping parents and children with careers advice and plugging the gap that schools were unable to provide. They wanted a media partner to raise awareness, and amplify their new Parentaship events around the country.
THE RESPONSE: An eight-month campaign highlighting key narratives from the EY Parentaship project which took the form of advice and comment pieces, plus personal blogs and YouTube vlogs from parents going through the GSCE and A-level process.
The campaign culminated in a sell-out panel event for The Pool readers at London’s Trafalgar Hotel. The talk, entitled ‘How To Future-Proof Your Child’, featured speakers including radio presenter and The Pool’s co-founder, Lauren Laverne and education experts Dr Tanya Byron, Kerstyn Comley PhD and Guardian columnist, Laura McInerney. Influencers including BBC Apprentice’s Bianca Miller attended the event.
THE CREATIVE: Articles pre- and post the event. At the event: Facebook live; video snippets from panelists and influencers for social, plus a longer ‘best careers advice you ever received’ post-event video with the panelists.
Lucy Dunn 