A week into their autumn term, 16 BTec Interactive Media students from Hackney Community College entered a meeting room at Octopus Group, ready to cast their discerning gaze over the Future 5 winners.
The college has a great reputation for encougaging innovation, via its partnership with Tech City, so was a natural partner for our project. The students were impressively savvy, grasping the concept behind brand collaborations without effort, and questioning the ethics behind the use of consumer data.
Their discussions about the relative merits of the Future 5 demonstrated both the power of film among this age group and of the value of emotionally resonant campaigning. Although their quantitative scoring of the five resulted in EDF coming top, primarily for its impressive outcome stats, subsequent discussion concluded that they preferred Refuge’s work.
"This campaign got people talking about a difficult subject," says student Abdul Omar. "It connected really well with its audience via a simple idea that really had an impact."
Young People’s Prize Winner – Refuge