Reimagining the education system to meet the needs of all children

Understanding the Opportunity 

Many within the education system feel like their voice goes unheard, or that they can’t bring about real change as an individual. The Big Education Conversation was an opportunity to shift this viewpoint, giving power back to the people at the heart of the system and demonstrating where there is consensus and shared views to find a way forwards.

Insight showed that we needed to meet people where they are, inviting them to get involved in the conversation and voice their views on how to improve the education system and spark conversation. Whether this was about improved accessibility, more choice in teaching styles or lessons taught on the impact of exams on wellbeing, the campaign needed to emphasise the importance of collaboration.

Bridging the gap 

Our main barrier to engaging audiences was ensuring people knew that the discussion phase of the campaign could lead to real action and change within the education sector. To do so, we shared a variety of content which demonstrated shared views for the system’s future, and the power of people coming together, as well as examples of how a different approach is possible.  

Engaging Audiences 

Leading with people-centric content which allowed young people to have their voices heard through engaging videos and visual quote cards was the best way of ensuring the Big Education Conversation’s key message was heard – that everyone should have a say on the purpose and future of the education system. 

We worked directly with young people and sourced content from Big Education Conversation events held across the country and world to ensure this was relatable and captured the imagination of those engaging with the social media channels and beyond. 

Building Value 

Through our consistent visual content and messaging, as well as implementing successful social media ads, we were able to create a cohesive yet relatable campaign which resonated with Big Education Conversation’s target audiences, raising awareness of the discussion happening around the future of the education system.  

Through our focus on human-centred content, we ensured that everyone involved felt ownership over the trajectory of the conversation. By providing a platform that elevated the voices of individuals with interests in the education sector, we enabled them to shape and drive forward change, empowering young people, educators and parents to share what they thought this should look like in the future.  

As Youth Adviser Will Hamilton said near the end of the project, “The Big Education Conversation gives us a voice when it comes to the curriculum and transforming education.”