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increase in Arts Awards completed across the region following the campaign launch.

Culture Bridge saw an increase in interest and completions of the Arts Award.

Unwritten worked to overhaul Culture Bridge North East’s marketing collateral in order to actively engage young people in the Arts Award and associated events.

The Organisation
Culture Bridge North East (CBNE) has a responsibility to increase the number of young people signing up for the Arts Awards in the region. Achieving this objective demonstrates to Arts Council England that CBNE are actively encouraging children and young people to engage with the arts in the region. It also results in the child or young person receiving a nationally recognised qualification.

The Objective
Unwritten worked to advance this goal by promoting exhibitions available across the North East that communicated the benefits of young people being involved with art and culture. In order to resonate with the target audience, CBNE required a complete overhaul of their brand and marketing collateral. Working closely with the CBNE team, we identified key decision makers in the process of school’s organising cultural and learning trips to inform the visual identity and key messages that aligned with their needs. 

The Outcome
Through strategic insight, we recommended targeting schools and the teachers responsible for organising cultural and learning trips with the campaign, 'today something amazing happened’, along with a new brand identity. As a result, CBNE recorded a rise of a 22% increase in the Arts Awards completed across the region following the campaign launch.