Youth Media Agency #PressChange4Youth – Diversity Marketing Campaign of the Year

Youth Media

We spoke to Susana and The Team at Youth Media Agency to catch their reactions after winning The Diversity Marketing Campaign of The Year Award for #PressChange4Youth at The Excellence in Diversity Awards 2015. Here’s what Susana & The Team had to say:

We were initially really surprised that we’d even been nominated, that was pretty cool considering the other nominees, we were then totally shocked and really honoured that we’d actually won. It’s been 4 years since we started the campaign and it feels like an incredible appreciation for all the hard work that young people have put into the mission. The night was incredible, we all felt really spoilt, we are still in contact with some people we met, and we all felt very inspired. All of you at EiDA make a really amazing team.

How did you feel about the other shortlisted nominees within your category?

The other candidates were really inspiring so it was an honour to involved with this group. They were just incredible calibre of nominees which is why we thought we wouldn’t win; we had actually been promoting the BBC Local Apprenticeship Scheme which is a brilliant opportunity for young people across the UK. Pride in London and Rainbow Laces, who have been important campaigns, for those within the LGBT community and how they’re miss-represented within the press and this, was really important. It was also nice to get the award from ITV.

Where are you going to go from here with your work?

We’re building on the strength of winning this award and we’re really proud of it, we’re going to apply for some funding to take the campaign further into discussions with the press regulator, looking at how we can be more strategic. The award will also hopefully boost the work that the social enterprise has been doing for the last 4 years, working with charities, government and youth organisations to help build campaigns. Like #XXVOTE and #Page3takedown

What does Diversity & Inclusion mean to you?

Diversity & Inclusion is at the heart of everything we do, we felt like young people lack a voice in the UK press and they are being negatively stereotyped. Obviously BAME feature heavily in this agenda and 70% of our network is BAME to encourage their voice in particular. For example we have linked up Samuell Benta with London Live and many others to Mainstream media.

Where does this rank within your Diversity & Inclusion achievements?

Pretty High, I’d say the biggest achievement was the Youth Media Summit 2014, bringing over 400 mainstream and youth media delegates to the BFI last August. The Award comes a close second, politically, it’s never been more important; we feel this is a huge achievement to have got this award.

What were yours and your colleague’s thoughts on the awards?

We were really impressed with the awards. The level of professional organisations was outstanding; I wasn’t expecting such a lavish affair. It is the best event I’ve been to in a long time. My gratitude to the Excellence in Diversity Awards is huge, I know how much hard work goes into an event, it made it extra special, great venue, great food, the award itself, it’s a great achievement. The nominations were truly inspiring, the stories are more important than some of the stuff we get on TV, it’s a shame that the press don’t take more notice. You guys are playing an important role within Diversity & Inclusion. Huge thank you to all the guys at EIDA from all of us at Youth Media Agency.