We repositioned Elba Hope Foundation’s ‘Don’t Stop Your Future Now’ charity for a new generation. Existing content was already high performing but it was angled at the wrong audience and was gaining traction with the target audience’s parents.

We developed a coherent youth brand narrative designed to speak to the realities of a new generation. Through focus groups, content testing, and a comms audit,  we uncovered how young people engage, what they care about and where they consume.

We defined guiding principles, developed youth audience personas and established a distinct tone of voice designed to resonate with young people across platforms.

Our playbook set out a practical framework for content development, including content pillars, campaign arcs, evergreen formats and examples of content that performs well with youth audiences. Platform-specific guidance for Instagram, TikTok and YouTube was included alongside general content tips, toolkit components and a KPI framework to help the team measure impact and continually refine their approach.