Celebrating International Youth Day

On August 12th, the United Nations is celebrating International Youth Day with the theme of “eradicating poverty and achieving sustainable consumption and production.” In our latest study, the Truth about Youth, we found that social good and philanthropy are completely entrenched in global youth culture. What’s more, when we asked young people around the world what causes are most important to them, the number one cause they said was “eradicating poverty”!

In honor of this day, we’d like to share a few highlights of our findings with you. For more information on the Truth about Youth, check out our study page.

The post Celebrating International Youth Day appeared first on McCANN Truth Central.

UK charity Street League appoints Livity for first ever youth marketing campaign

UK charity Street League has appointed Livity to relaunch its brand and create its first national marketing campaign targeting young people to date. Livity won the work following a competitive pitch.

Street League, which aims to bring an end to youth unemployment by harnessing the power of sport, has enlisted Livity to help it launch a nationwide recruitment drive targeting young people not in employment between 16 and 25, with the aim of getting them to join Street League’s Academy programme. The programme runs for 10 weeks and involves two hours of sport and two hours in the classroom every day, teaching vital employability skills, such as CV writing.

The campaign, which will launch in August, will tap into increased awareness about the power of sport to improve and transform people’s lives, heightened by excitement around the upcoming Olympic and Paralympic Games. It will also coincide with the nationwide

Articles: Spotlight on the Shadow a Student Challenge

PBS NewsHour airs a segment on the Shadow a Student challenge, an initiative from School Retool in partnership with IDEO and the Stanford d.school to help school administrators build empathy for students. The segment features assistant principal Karen Ritter (East Leyden High School in Franklin Park, Illinois) who spent a day following one of her 9th grade students as part of the challenge.

Watch the segment here.

Is Amazon still in Prime position?

A big question for a big retailer…our very own Rob Sellers took to Campaign to check in on Amazon, Prime and Prime Day:

“Amazon Prime encourages shoppers to sign up (for the cost of £79 a year) to get a raft of benefits ranging from faster delivery time, access to Amazon’s content platforms and online storage.

The first Prime Day ran last year as a celebration of Amazon’s 20th birthday, and was so successful that it looks like it will become an annual event.

But does this PR spin mask the dot com giant’s true priorities, namely driving subscriptions and reducing their exposure to stock levels of their own soon-to-be-obsolete tech products?

Retail and marketing experts will be watching Prime Day closely to see if this is a trend towards deep and drastic retail sales events, such as Black Friday, that prey on shoppers’ fear of missing out.

Flash sales and discounting “moments” will be advertised throughout

Instagram Stories—Great for Brands, Bad for Snapchat

Instagram announced on its blog that it’s adding “Stories” as a new format that will be rolling out in the next few weeks. Sound familiar? That’s because the functionality is nearly identical to Snapchat’s “Stories.” The content disappears within 24 hours, allowing users to share unedited moments throughout the day without worrying about over posting. Plus, there are no likes or public comments on Stories, so users can relax, have fun and get creative with text and drawing tools. What does this savage play by Instagram mean for brands?

The Good:

  • Lower content expectations. Brands that may not have a steady stream of real-time content for Snapchat now have an easier way to test the “Stories” format without the expectation of keeping a separate account active.
  • Less investment. Brands don’t have to spend time and money growing their following on Snapchat if they can leverage their existing audience on Instagram. This helps level the playing field for smaller brands.

The Bad:

  • Not free for long. Instagram is owned by Facebook, which means it’s only a matter of time before it becomes a “pay to play” channel, while Snapchat still allows brands to earn high organic reach and doesn’t use an algorithm to filter users’ feeds.
  • No way to measure success. Instagram’s blog post doesn’t mention any measurement tools for brands. Sure, brands can tap the new tool, but how can they analyze and optimize their content? Brands need data in order to justify new investments.

The Ugly:

  • Uncool, Insta. Didn’t their mothers ever teach them not to steal other people’s ideas? As an innovative, leading brand in the social space, could Instagram really not put a unique spin on the functionality of Stories?

Only time will tell whether Instagram or Snapchat will win over users with Stories, but the format is here to stay because users want to share both their highlight reel as well as their everyday moments. They want the social recognition that comes from likes and the carefree fun of disappearing content. With that in mind, when testing Stories, brands should focus on transparency and creativity to appeal to this audience.

How Pokémon Go can play into your marketing strategy

Unless you’ve been living under a rock for the past week, you will have heard the chatter about the revival of the Pokémon craze following the launch of the new augmented reality app, Pokémon Go. Now in over 26 countries and with over 30 million downloads, it has become a real phenomenon. It hasn’t taken long for businesses to realise that they can capitalise on it. With the first ‘sponsored location’ -which turns the location into a hub for Pokémon- launching in Japan yesterday, it is easy to see  how larger companies can pay to have Pokémon Go users flock to their establishments, but smaller businesses might have to get more creative with their marketing strategy to capitalise on the craze.

By offering free wi-fi and phone charging, businesses can allow weary Pokémon hunters to replenish their battery, and take the strain off their data allowance, and in doing so earning