The Department of Children, Schools and Families called upon Red to devise a media campaign to promote Shine Week – a national celebration of the talents of young people.

With the belief that every young person has a talent, Shine Week took place in July and sought to combat the negative perceptions of young people and instead celebrate their positive contributions.

In order to generate coverage every day of the week-long festival, Red devised news stories around the five festival themes of science, sport, music, enterprise and community. These included a street dance session with 100 young people on the roof of the South Bank Centre and 200 young people debating in the House of Commons.

Red also worked on a number of strategic partnerships including the Royal Shakespeare Company and EA Games whose additional support created extra credibility and gave additional exposure.

The campaign successfully engaged young people, parents, teachers and the wider public through events and media coverage. Seven flagship events were organised during the week with hundreds more taking place across the country. Over 370 pieces of coverage were generated across national, regional, broadcast and online media with Shine Week featuring on TV every day of the campaign.