Urdd Gobaith Cymru
Every year since 1922, the youth of Wales have sent a peace and goodwill message to the world. Our team worked with the Urdd in a year like no other to continue the tradition pivoting our plan to create a compelling film and supporting communications campaign during the COVID-19 crisis.
Objectives
- Engage a diverse group of young people in the creation process
- Create a contemporary version of the Urdd’s 98-year-old peace message
- Further raise the Urdd’s profile with current audiences and stakeholders
- Introduce the Urdd and its work to a new audience
- Support the Urdd with their in Wales campaign and help take the peace message to the wider world.
0
m
views worldwide
0
m
social media reach
0
m
PR reach
0
m
influencer audience
Content from the Campaign
Previous
Next
A lot has happened since the Urdd’s first peace and goodwill message, and like others before it, 2020’s message was delivered at a time of international crisis. When the covid-19 crisis hit, we helped change focus of the message to one that matters right now. Our team has worked with the Urdd both pre-and during lockdown, producing and directing young members to self-tape parts that makeup the one-minute-long message, with over twenty individuals reading a separate line each. The end result is a powerful message asking everyone in the world, particularly G20 leaders, to Stop the Clock and Start Again.
- Catherine Zeta Jones shared the video message with her 3.4 million followers
- Youth magazine Youth News featured the message as well as This Week Junior.
- Coverage with Celtic friends, namely Cornish Times, BBC Radio Jersey, The Guernsey Press and The Jersey Evening Post.
- We worked with a young case study who composed a musical piece in response to our call out for youth to self-tape for the video message, which supported the Urdd PR campaign in Wales
- We overcame numerous challenges that COVID-19 presented and produced a high quality creative and visually appealing, youthful video message.
- The following year we created a message around women and girls’ rights which reached all around the world once again.
