— THE CHALLENGE —

Direct Line wanted to find new ways to connect a young social native audience to an insurance provider – something that Gen Zs and Millennials either completely disregard or mistrust. The ambition was to champion young people that share the same problem-solving DnA as Direct Line.

— SOLUTION —

We produced ‘Generation Change’ a three part film series centred around identity and what it means to be young in 2020. The campaign was delivered as partnership with MediaCom, Channel 4 and the Wilderness Agency.

Direct Line is alsosupporting the three groups and their members with a mentoring programme, ongoing wellbeing and safeguarding support (provided by Beatfreeks) and additional funding.

— OUTPUT —

We sourced three stories sourced via our network. Goal Diggers FC an inclusive football club for women and non-binary people; Exist Loudly an organisation that creates safe spaces for the young, Black, LGBT+ community and House of Cinn a group that is using baking to help homeless people get back on their feet.

“We’re committed to creating a world where insurance is personal, inclusive and a force for good, we wanted to make a move to connect with this audience by amplifying the voices of young people who are amazing problem solvers; making a direct, meaningful impact on their communities today. This is about more than just understanding younger people - it’s about sharing values about what matters, and what should be protected - and about finding ways to connect on common ground.”

Rachael Lynch, Marketing Manager at Direct Line

Episode 1: Goal Diggers

Goal Diggers, an inclusive women’s football club in East London for women and non-binary people, regardless of age, experience or ability.

Episode 2: Exist Loudly

An organisation that creates safe spaces that prioritise joy for young, queer, black individuals.