BT
The Better World Campaign
The challenge
A successful education programme focusing on speaking and listening skills was already running. BT had developed resources for schools which were being used by millions of primary and secondary pupils every year.
In 2002 a report revealed that over 54% of children believed that adults did not listen to them. This prompted a partnership with the charity Childline providing fundraising and strategic support. Since that time the campaign has raised over £7million in cash and £4.3 million of gifts in kind for Childline.
In 2006 BT was ready to introduce new initiatives to keep its work in this area alive and fresh. The goal was to inspire young people to improve their communication skills to create a better world. The challenge was to devise a campaign which would meet these objectives.