Paying for it

Educational campaign to motivate both teachers and young people to take part in 'Paying for it', a program that connects young people with how political economic choices effect society. The campaign's identity, site functionality and content were developed through a series of user testing sessions. This years Chance to be Chancellor competition had over 3000 entries, well above the stated targets.

Client	Citizenship Foundation
Agency	Private client
Role	Creative Direction / Creative Project Management / Workshops / User Testing / Design
Outputs	Campaign Identity / Site / Print Communications
Credits	Dan Crabbe Technical Project Management and Development / Jo Mieszkowski Event Photography

A flexible messaging system drives different users to different parts of the site at different times of year. It is often linked to offline activities and events. The yearly Chance to be Chancellor challenge culminates in an awards ceremony held at the HM Treasury. The best entries are published by The Times newspaper, the winners meet George Osborne to discuss their entries and prises are awarded.

Teachers are provided with free downloadable lesson plans and information about how to use the lesson plans in class. Free teacher training can be applied for online. All the resources are certified by pfeg (Personal Finance Education Group).

"The Paying for it website’s eye-catching design, easy-to-follow explanations and links to fun YouTube videos, explaining phenomena such as the credit crunch, are highly effective in making an otherwise intimidating or dull subject interesting and relevant to young people."

Jenny Roper, Third Sector Online, 20 January 2011

Third Sector Digital Campaign of the week

Chance to be Chancellor HM Treasury awards ceremony and event

Winner Jamie Ells meets George Osborne alongside heated debates and presentations.

Marketing timeline and print communications

Campaign timeline and print communications

During the course of a school year different audiences are targeted with print communications to either inform or market the program.

Messaging

A suit of messages were created for use at different times of year. Different messages were created for Teachers and Chance to be Chancellor entrants. These messages are sometimes linked to offline marketing activity.

Site segmentation overview

The site is divided into two core areas. Depending on the time of year the hero messaging focuses on either Teachers or entering the yearly competition. Just after the summer holidays it focuses on promoting the program to teachers through free lesson plans and teacher training. While the program is being run by teachers the messaging starts to change to focus on getting students prepared. After January the total focus becomes the competition itself.

Chance to be Chancellor 2012 competition

Multiple choice dilemmas faced entrants who take part in the Youth Budget. At the end of the Youth Budget students are encouraged to 'Make a case' for their budget.

Wireframes for the 2012 competition

Discovery phase

The client workshops and user testing sessions utilised different activities to help define the creative direction and core functionality of the site.