Engaging teens and parents
The National Citizen Service (NCS) is a residency programme that helps 15-17-year-olds build invaluable skills for work and life, make new friends and contribute to their community. It is a great opportunity for many young people to undertake activities that may be outside of their comfort zone but will help them develop as individuals.
It is important to communicate with the target audience in a way that is inspiring and exciting rather than worthy. We were retained by the government-backed initiative on a range of briefs, from re-launching NCS as an aspirational youth brand to engaging with this notoriously hard-to-reach audience and fuelling sign-up.
Digital and content are a huge part of this audience’s lives, and an always-on content strategy sits at the heart of NCS’s advertising, PR and experiential activity. We developed an ambassador programme, creating original films, above-the-line communications, social content, and experiences with YouTube talent that were relevant to the target group.
NCS can now boast 53% advocacy and 63% awareness amongst teens. Its video content averages more than 300,000 views per week and 73% of 15-17-year-olds have spent time with NCS’s content.