BBC: I May Destroy You

The BBC, the British broadcasting corporation, launched a campaign in the United Kingdom to make sure that the media for I May Destroy You was relevant to under 35s.

Campaign details

Brand: BBCBrand owner: BBCAgency: Havas MediaMarket: United KingdomSector: TV channels, services, programmesMedia channels: Content marketing, Word of mouth, influencersBudget: Up to 500k

Executive summary

All public services must meet the needs of the community they serve – the BBC is no exception to this.

But with young people leaving the BBC in droves, the value the organisation offers this underserved group was being called into question. The BBC must reflect the societal issues of all groups and remain relevant to what matters to them....

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