Direct Line has partnered with Channel 4 to launch a brand new social series aimed at youth audiences to change the outdated perception of insurance.
The films, entitled Generation Change: A New Wave of Problem Solver have been commissioned by Channel 4 and created by TCO, with an accompanying campaign jointly led by Wilderness and MediaCom. The films are themed around modern identity, diversity, fairness, and examine social mobility in 2020 Britain.
The Channel 4 series, and surrounding campaign, looks at three inspiring organisations that have already had a positive impact on their local communities solving problems through addressing barriers to fairness and social mobility: Goal Diggers, an inclusive women’s football club in East London for women and non-binary people, regardless of age, experience or ability; Exist Loudly, an organisation that creates safe spaces that prioritise joy for young, queer, black individuals and House of Cinn, a group which sells cinnamon buns and cakes to help rough sleepers get off the streets. Direct Line is supporting the three groups and their members with a mentoring programme, ongoing wellbeing and safeguarding support (provided by Beatfreeks) and additional funding.
The social series will be supported by a wider campaign including shorter shoulder content on Direct Line’s social feed, a PR campaign and radio partnership with Bauer Media.
The Channel 4 film series, entitled Generation Change: A New Wave of Problem Solvers was commissioned by Channel 4 Digital Commissioner Thomas Pullen, working closely with 4Studio’s specialist commercial team, and produced by TCO London. They will run across the broadcaster’s YouTube, Facebook and Instagram accounts from this week. The first film can be seen here on Facebook and here on Youtube.
Rachael Lynch, Marketing Manager at Direct Line, said of the campaign, “We know that young people often feel that insurance isn’t for them - it doesn't represent their concerns or understand their lives. We’re committed to creating a world where insurance is personal, inclusive and a force for good, we wanted to make a move to connect with this audience by amplifying the voices of some of the young people who are amazing problem solvers; making a direct, meaningful impact on their communities today. This is about more than just understanding younger people - it’s about sharing values about what matters, and what should be protected - and about finding ways to connect on common ground.”
Sarah O'Kane, head of partnerships at TCO London, said “TCO is incredibly proud to have worked with 4Studio and Direct Line to bring these three unique stories to life. TCO prides itself on telling inspirational stories of change by championing the power of unfiltered voices. In a year that has been challenging for us all we hope Generation Change will remind us of the incredible things young people are doing to build a better, more inclusive, future.”
Jamie Maple, strategy director at Wilderness, said “Insurance is a product absolutely bound up with identity and self-worth. From filling in forms, assessing what you think is worth your time and money - … it’s something that many younger people feel is irrelevant to their concerns and to how they see themselves. The work Wilderness has done is not just about this campaign, but about helping Direct Line reach and understand this audience over the long term by focusing on what really matters to them.”
Sophie Lloyd, branded entertainment and creative leader, Channel 4 said “This bespoke series with Direct Line delivers meaningful and engaging content that we know will resonate with Channel 4’s young audience, right across our social channels.”
This series follows the recent collaboration between Channel 4 and TCO London to create Unseen Kingdoms, a campaign focused on youth homelessness, for the Body Shop.