The Hear It Podcast

John Gilbert on Youth Campaigns Tackling Social Issues

We welcome John Gilbert, Managing Director of Eski Media to this episode. We're talking about campaigns that tackle social issues and how we can co-create and work with youth audiences to create ones that make a difference. Eski Media is a creative media and marketing agency that's ambitious about creating social change through its work.
They've led numerous campaigns where engaging youth audiences and complex range of stakeholders has been part of the process.
Connect with John on X and LinkedIn
Eski Media
Campaigns from Eski we talk about:
Step Up
Influenced
Got your back
Thrown Away
And the new drama series being packaged for a range of public services, Circle North (well worth checking out).
Book John mentions: Science of Storytelling by Will Storr
 

Ben Verinder on the challenge of Further Education

Ben Verinder, MD of Chalkstream, a specialist reputation research and management agency, talks to us about the challenging market Further Education sits within, it's complex audience groups and what marketing and communications teams can do to tackle it. 
Chalkstream: a specialist reputation research and management agency, which has worked with over 100 colleges, universities and schools, as well as a host of other clients and recently spoke at the All Parliamentary Project Group for Skills, Careers and Employment.
Connect with Ben on LinkedIn
 
Things Ben mentions
Adult Participation & Learning Survey, 2022
Wigan & Leigh College
Milton Keynes College 
Department of Education FE Vocational Education and Success 
Association of Colleges
The College Marketing Network
 

Leon Mann on Diversifying Talent in the Sports Industry

We welcome Leon Mann MBE onto the podcast this epsiode. Entrepreneur, activist, broadcaster turned filmmaker, who’s spent his career telling stories throughout the world of sport. Founder of independent sports consultancy and production company Refresh Sports, also set up the Black Collective of Media in Sport (BCOMS), the networking group for black sports journalists, as well as the Football Black List, an initiative he co-founded in 2009, which highlights the achievements of black representatives in sport.
 
This episode we talk about diversifying talent within the sports industry, how BCOMS is elevating young talent and working with an industry that still has a way to go, in order for diversity of thought to improve the content, opportunities and leadership shaping its path. 
 
Things Leon talks about: 
The D word research from BCOMS
StreamYard
Week One Summer by Floyd Steadman
Ego is the Enemy by Ryan Holiday
Real Wins: Race, Leadership and How to Redefine Success by Michelle Moore

Ruth Dale on Using Behavioural Science

We hear from Ruth Dale, Founder of Social Insight Marketing, a behaviour change marketing specialist, offering training to practitioners across a breadth of sectors looking to adopt a behaviour change approach to their work. 
With over 20 years experience across NHS, local and national government, Ruth has worked on almost every social and health issue out there. As well as her infamous behaviour change bootcamps, she also hosts the Behaviour Change Marketing Bootcamp podcast. 
 
You can find Ruth on Twitter, LinkedIn and her own site here
Things Ruth talks about including models and templates to try...
The Elephant and the Rider
COM-B model for Behavioural Change
EAST Framework
Dave Grey's Empathy Map
Books Ruth Mentions
Thinking Fast & Slow by Daniel Kahneman
Using Behavioural Science in Marketing by Nancy Harhut
Melina Palmer
Decoded, the Science behind why we buy, by Phil Barden

Kyle Campbell on Higher Education Marketing Trends

Hear from Kyle Campbell, founder of the Education Marketer and self-confessed writer, content marketing evangelist and internet culture nerd. His newsletter and podcast bring updates, insights and examples from around the world of Higher Education.
We talk about the latest trends, how to drive relevant conversations with prospects as well as find out what youth stereotype annoys him the most. 
https://www.educationmarketer.co.uk/ 
https://www.educationmarketer.co.uk/podcast 
 
The content Kyle recommends.... 
Beano Brain Youth Insights https://www.beanobrain.com/ 
This Old Marketing https://www.thisoldmarketing.com/ 
 
 

Jim Tudor on Inspiration for Higher Education

We hear from Jim Tudor, Founder of Future Index, a trends consultancy specialising in higher education, on what the opportunities are for the sector, drawing on inspiration from around the world both in edcation and beyond. Jim is also a founding director of creative agency Waterfall, an education marketing agency. 
http://thefutureindex.com/
http://waterfall.agency/ 
Find Jim on Twitter and LinkedIn
As you might expect from a trends expert, Jim had a ton of great examples including...
Greenpeace short courses including Storytelling
Nottingham Trent University's Content Collective
Loughborough University's Big Ideas sessions
New York University smashing reels content
Arts University Bournemouth with their VC Banksy conspiracy theory on TikTok
Monash University, Melbourne Australia with their virtual reality of the future
University of New South Wales
University of Wollongong course finder
Arizona State University World of Wonder
Miami Ad School
International University, Spain (IE University)
ETH University Zurich
UA92, Manchester 
London Interdisciplinary School
TEDI London. The Engineering and Design Institute
 

Rohini Kahrs on Racial Equality for Young People

This episode we hear from Rohini Kahrs, Communications Manager at the Runnymede Trust, which is the UK’s leading race equality think tank. From broadening the curriculum to exposing the Windrush scandal, the Trust’s work is rooted in challenging structural racism and its impact on our communities and has produced some incredible insight to continually challenge and influence progress towards racial equality.
Rohini on LinkedIn
Runnymede Trust https://www.runnymedetrust.org/
Rohini talks about
https://ifs.org.uk/inequality/press-release/lack-of-progress-on-closing-educational-inequalities-disadvantaging-millions-throughout-life/
Penguin Lit in Colour & their TikTok
Falling Further, Runnymede Trust 
Confronting Injustice: Racism and the Environmental Emergency. Runnymede Trust
Choked Up
Stormzy - Merky Books working with Penguin, Cambridge Scholarship

Isobelle Panton on Disrupting Higher Ed

This episode we're joined by Isobelle Panton, Director of Student Recruitment and International at University Academy 92, a higher education offering founded by the Manchester United Class of '92, in partnership with Lancaster University. 
We talk about adapting the higher education offer to youth audiences, challenging the typical format of an undergraduate learning experience and why championing student voice is key to staying relevant in an ever competitive market. 
https://www.linkedin.com/in/isobelle/
https://mobile.twitter.com/isobellepanton 
https://ua92.ac.uk/
Rebecca mentions
Hyper Island as being a unique Higher Ed offering https://www.hyperisland.com/
Gary Neville on TikTok https://www.tiktok.com/@gneville2?lang=en 
Isobelle mentions 
Gymshark as a brand that knows its target youth audience https://uk.gymshark.com/ 
Gymshark's realistic mannequins https://hypebae.com/2022/11/gymshark-london-flagship-location-mannequins-community-body-positivity 
Ryan air as usally being brilliant on social
https://www.tiktok.com/@ryanair?lang=en
But no so much their mean tweet at Jordan Sancho https://talksport.com/football/1243911/ryanair-twitter-jadon-sancho-england-world-cup-squad/ 

Penny Norman on Teen Behaviour Change

This week we speak with Penny Norman, Strategy Director at Rescue, a behavioural change agency working with Governments and non-profits to tackle behavioural health campaigns in the U.S, specifically nicotine, cannabis and opiods.
https://rescueagency.com/
https://www.linkedin.com/in/pennynorman/
https://rescueagency.com/webinars
We talk about the subcultures within the 'teen' bracket, how to engage youth audiences to influence behaviour, whether that's preventative or informative and Penny shares lots of advice on how to improve the conversation, better understand the drivers of drug use and to develop the right mix of measures to indicate attitude and behaviours are changing. 
 
Penny mentions...
Stoner Sloth campaign https://www.theguardian.com/society/2015/dec/20/stoner-sloth-anti-drug-campaign-gets-reality-check-as-medical-experts-walk-away 
YMCA $10 a day childcare https://www.owensoundsuntimes.com/news/local-news/ymca-child-care-refunds-start-toward-average-10-per-day-promise
Laced and Lethal in King County https://www.lacedandlethal.com/ 
Research using fake teen accounts to test how easy it is to use Instagram to access drugs https://www.businessinsider.in/tech/news/instagram-makes-it-very-easy-for-teens-to-find-drugs-on-the-platform/articleshow/88157357.cms 
Meta legit script approval https://en-gb.facebook.com/business/help/787684018620830 
 

Ndu Uchea on Representing Youth Voice

This episode we hear from Ndubuisi Uchea, co-founder of Word on the Curb, a youth research and creative consultancy. Having literally established Word on the Curb to represent youth voice, particularly from minority and under represented groups, the YouTube platform grew to the creative, research and content agency it is today. 
 
https://www.wordonthecurb.co.uk/
Word on the Curb YouTube
Examples of work we talk about
Adidas + Mother London
Home Office #KnifeFree Chicken Box
Organ Donation with the NHS
Word on the Curb for Black History Month 'What I wasn't taught in school'
Ndu shares YouTube's Black Creators' community and how it's been a programme that engages young Black voices well, and invests in them. 
You can apply for the Black Creator Fund from YouTube here