Our Young Tribes project saw us taking the Female Tribes initiative into schools to drive the message of strong female role models, diversity and inclusion and the need to inspire young people from all backgrounds to consider careers in Advertising.
The culmination of which happened at an all-day event at J. Walter Thompson London on 14 December where 38 Year 10s from nine schools heard presentations, had meetings with staff, tackled a live wagamama brief with help of JWT mentors and presented their campaign idea back to a group of industry leaders and influencers.
The challenge was eventually won by a team from Clapham & Streatham High School whose idea saw them creating a campaign based around the hashtag #ifedmygoodtoday which saw people being encouraged by wagamama to do a good deed and socially post it.
The judging panel consisted of James Whitehead, JWT London CEO, Louise McCourt, Special Projects Fundraiser - Volunteer Partnerships, NSPCC, Claudia Southgate, Senior Creative at JWT London and Seb Joseph, News Editor at The Drum.
Jamie Sutherland, Account Manager at J. Walter Thompson, who mentored one of the teams, said:
“The group were exceptionally smart – they jumped right in and immediately got what and how digital marketing could work. Weren’t stressed by any lack of experience, and were quick to build on my suggestions and tell their own story.”
Kitty Johnston, a student at Wimbledon High School, said:
“I learned how to put a pitch together in a very short amount of time but still make it interesting and answer the client’s brief. It gave me lots of confidence and it is definitely something I can take back to my school work.
Julia Kibela, subject coordinator, Media Studies at Petchey Academy, said:
“Today really gave them an understanding of what it’s like to work in a business and showed them that jobs can actually be fun. They will definitely take what they have learned back to their school and it will give them so much confidence. These sorts of days are invaluable to students.”
Across October and November teams of J. Walter Thompson London staff presented at nine separate schools across London - North, South East and West, from state schools and academies to private schools, mixed gender to all girl and across mixed backgrounds and ethnicities.
The students were then given an introduction to advertising, JWT’s Female Tribes initiative and challenged to think about the vital effect of role models before presenting back their thoughts. The winners were invited to the day in the agency.
On the day the 38 students were inspired by presentations from agency staff across Accounts, Planning, Creative, Social and New Business, before taking part in meetings with agency staff. They were then set a brief to answer, with the help of mentors from the agency, and finally presented their thoughts to a team of judges.