Greater Manchester Violence Response Unit (GMVRU) wanted to reach young people with a dynamic campaign, filled with good energy, positivity, and optimism to encourage better behaviours - online and off. We didn’t want the campaign to look and feel like a traditional public awareness campaign aimed at young people – it had to be different, distinct, and dynamic! 

We knew we needed a full team effort on this one! From strategy and planning to design, campaign creation and comms, we were committed to ensure I Am Greater truly resonated with the young people it set out to inspire and motivate. 

The campaign demanded co-creation with young people and stakeholders as well multi-channel integration. We were focused on: 

Once you have honest, open, and engaging conversations, you can discover exactly what matters to young people – as well as how and where to get their attention. Our insights helped us understand what making positive choices, dealing with emotions, and understanding the impact of violence both online and offline really meant to them. This emotional intelligence and real-person insight was beyond valuable to the work we made together. 

As a result of building networks and relationships, we were able to find relatable role models whose positive stories inspired our creative approach as well as the content we created and shared.

Our two sister sub-campaigns were born from the intel we generated: ‘I Am Greater… than what I see online’ (a paid digital outreach campaign on TikTok and Snapchat) and 'We Are Greater' (focused on bringing together local community groups and organisations to support and encourage young people).  

 When you have honest, open and engaging conversations, you can discover exactly what matters to young people and to and where to get their attention. Our insights helped us understand what making positive choices, dealing with emotions, and understanding the impact of violence both online and offline really meant to them. This emotional intelligence and real-person insight was beyond valuable to the work we made together.

As a result of building networks and relationships, we were able to find relatable role models whose positive stories inspired our creative approach as well as the content we shared.

What a fantastic example of how strategic marketing can be a force for good. This campaign stirred up crucial conversations about online behaviour and helped push these young people towards better choices. It inspired them to discover their potential, make smart decisions, and tackle online violence head-on. It serves as a blueprint for future initiatives that aim to address social issues through inclusive and relatable strategies.