The challenge
Medway Council launched the Youth Capital Fund and Youth Opportunity Fund in September, but faced a challenge over the summer. What mode of marketing could be used to ensure they got the message about the funds to 13-to-19-year-olds?
The solution
The council's youth and play manager Michael Heyliggar and its marketing manager Simon Wakeman put their heads together and came up with something that they knew played a big part in young people's lives: bus tickets.
"We wanted to think more broadly than the traditional advertising channels we might use," recalls Wakeman. "We thought about bus tickets because transport is a big issue for young people."
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