Generation Change for Direct Line

Generation Change

For the first time in its history UK insurance provider, Direct Line appointed a youth agency, Wilderness to connect with the next generation of consumers.

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.

Engaging changemakers

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.

Goal Diggers; an inclusive women’s football club in East London for women and non-binary people.

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.


Generation Change for Direct Line

Creating Direct Line's first-ever youth campaign speaking directly to Gen-Z change-makers. This is not a diversity campaign but a platform to showcase real-life young problem solvers through rich storytelling.

Business Objectives



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