Working in collaboration with Channel 4, TCO and MediaCom we produced a film series and social campaign themed around modern identity, diversity and fairness, that examined social mobility in modern Britain.
The campaign looked at three inspiring organisations that have already had a positive impact on their local communities, and that are solving problems through addressing barriers to fairness and social mobility. These were:
Goal Diggers, an inclusive women’s football club in East London for women and non-binary people, regardless of age, experience or ability;
Exist Loudly, an organisation that creates safe spaces that prioritise joy for young, queer, black individuals
House of Cinn, a group which sells cinnamon buns and cakes to help rough sleepers get off the streets.
As part of the campaign Direct Line is supporting the three groups and their members with a mentoring programme, ongoing wellbeing and safeguarding support (provided by Beatfreeks), as well as additional funding.
The social series was supported by a wider campaign including shorter shoulder content on Direct Line’s social feed, a PR campaign and radio partnership with Bauer Media.