Youth Awareness Day - With The High Sheriff
Youth Awareness Day – Campaign Video
1. Project overview
I was approached by the High Sheriff of Shropshire, who was under real time pressure to promote Youth Awareness Day — a fundraising and awareness initiative aimed at young people in schools.
The idea was simple but powerful: students would come to school wearing blue, raise money for local youth charities (many of which had recently lost funding), and crucially, young people themselves would decide where the money went. It was about ownership, agency and being trusted to make decisions that affect their communities.
The challenge was getting that message to land with the right audience.
2. The challenge
An initial self-shot video had already been made — admirably put together and well-intentioned — but it spoke more to professionals than to young people themselves. With the event date approaching quickly, there wasn’t time for anything complicated or expensive.
What was needed:
A clear shift in tone toward young people
Something bold enough to cut through
A fast, affordable solution with a quick turnaround
3. Our approach
Rather than trying to soften the message, we leaned into it.
I suggested bringing in a young performer to deliver a direct, rally-style speech straight to camera — with attitude, humour and a bit of fire. The aim wasn’t to lecture, but to challenge young people to step up, take ownership, and recognise that this was their chance to have a say.
The shoot itself was deliberately simple: one hour, a single direct-to-camera performance, tightly scripted and confident. To keep costs down and turnaround fast, the edit was built using carefully selected stock footage, layered with the performance to give it energy and momentum.
This approach allowed us to respond quickly without compromising on impact.
4. The finished film
The final video is sharp, fun and unapologetically youth-focused. It speaks directly to young people in a way that feels honest rather than patronising, and reframes the campaign as something that belongs to them.
By shifting the tone — not the message — the film helped make the idea of Youth Awareness Day feel active, relevant and empowering.
5. How it was used
The video was shared in the run-up to Youth Awareness Day to encourage schools and students to get involved, helping to explain both what the day was about and why it mattered.
For other charities and NGOs, this project shows how:
Audience matters as much as message
Simplicity can be a strength under pressure
Short, focused films can still carry real weight
Sometimes the most effective work comes from listening closely, acting quickly, and trusting the people you’re trying to reach.
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