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  • Baf3

' BAFTA - The Bigger Picture '

Client: BAFTA
Brand: BAFTA

The challenge
BAFTA is a charity with a remit to help people start and develop careers in film, TV and games. We needed to communicate this remit and encourage people to access the support on offer.

Audience insight
Most people know BAFTA for its glitzy awards ceremonies and don’t see the organisation as relevant to them. We needed to change these perceptions by showcasing the amazing range of support and opportunities that BAFTA offers, from scholarships and masterclasses to competitions for budding game designers and comedy writers. We connected with schoolchildren, teachers, students and careers starters, ensuring that they know about the wealth of BAFTA resources and how BAFTA was accessible to them.

Results
In the first two years of our work with BAFTA, we have generated over 1,200 pieces of media coverage and have been successful in placing content in outlets reaching our key audiences.

One more thing
Lenny Henry’s BAFTA Annual Television Lecture sparked widespread debate about the lack of diversity in the UK’s TV industry. We placed interviews with Lenny, secured 56 pieces of coverage and used this as an opportunity to communicate the support BAFTA offers to people from all backgrounds.

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