Recent years have seen young people across the UK tackle the most pressing socio-political issues in order to make a positive change for the future.
In 2020, a year afflicted with uncertainty and worry, new research conducted by Samsung showed that nine in ten 18-25 year olds felt that compassion and technology were key to building a better future for everyone.
This insight was pivotal to phase 2 of ‘Not A School’. Building on the success of 2019’s inaugural programme, we extended 2020’s to a wider audience and pivoted online in response to Covid-19 conditions.
We enrolled non-traditional course mentors, considered experts in their field to teach students about the all-important 4C’s: creativity, communication, collaboration and critical thinking, as well as more general life skills. All crafted with the intention of enabling young people to become game-changers of the future by offering the skills, support and technology know-how to pioneer a better world.
To launch the programme we created a hero film starring British rapper Lady Leshurr, giving an insight into the course themes and encouraging young people to sign-up.
We enlisted Editor-in-chief of gal-dem, Liv Little and filmmaker and climate activist, Jack Harries, among other high profile course contributors to front the programme. And partnered with online learning experts FutureLearn, optimising the course for a virtual setting and giving us access to their database of 12M learners worldwide.
The campaign was rolled out across Samsung’s and influencer’s own social channels and via FutureLearn.