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.
A lot’s happened in that near century since the Urdd’s first peace and goodwill message, and like others before it, 2020’s message from the Urdd 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.
The message was translated into 57 languages and is available to view on YouTube subtitled into six different languages.
We were also working on sharing the Urdd’s message far and wide, not only securing coverage in The Guardian, but also with our Celtic brothers in the Cornish Times and the Guernsey Press, helping BBC Radio Jersey report on the message being translated into Jèrriais, as well securing coverage in Youth magazine Youth News as well as This Week Junior. Responses to the message have also been coming in thick and fast from all across the world, including a lovely message of support from Catherine Zeta Jones on her Instagram.