The Regenerators
BBC Bitesize
The BBC wanted to help young people combat climate change. According to a survey of almost 80,000 5–24-year-olds, climate change is their number one concern with many experiencing climate anxiety. However, 80% of teenagers don't feel well-enough equipped to make a difference. BBC Bitesize created The Regenerators, with the goal of alleviating eco anxiety and empowering young people to create a more sustainable world. The campaign aimed to equip them with the knowledge and tools to take action. BBC Bitesize brought us in to spearhead the campaign strand around taking action and create key promotional content.
Two key stats laid the foundation for our peer-to-peer creative approach; 2 in 5 young people said they do not trust adults to tackle this challenge and 3/5 don’t feel their voices are being heard. We decided to give young people who are already leading the fight a platform to empower their peers, identifying a diverse group of sustainability and environmental influencers within the target age groups. For the younger audience, we worked with families with younger children with a focus on how sustainability can be a whole family endeavour, for tweens and young teens we focused on how their interests and hobbies can become more sustainable and for the older age group we looked to how they can find their voice on the subject to spark change. We worked with the likes of Cel Spellman, Konnie Huq and Dr Amir Khan to create a suite of hero social content to launch the campaign, and followed this up with bespoke short form content to engage audiences across their native platforms such as Tik Tok and Instagram.
The campaign has picked up by a number of national and local press outlets, with a number of our young influencers being featured across broadcast shows such as BBC Morning Live and radio platforms such as BBC Radio 4 and 5 live. The campaign also performed well across social platforms and garnered strong engagement from the target audiences. The BBC are thrilled with the initial impact of the campaign since launch and are looking to work on future content throughout the year.
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