All Talk for BT
Brand and communications strategy for BT's seminal educational programme
All Talk is an educational resource for 14-19 year olds about spoken language, speaking and listening. A tough audience - teenagers aren't much interested in lesson plans and worksheets handed out by their teachers. And it's not surprising really, most teaching resources are boring and unattractive.
We wanted to do it differently so we worked with the country's leading subject-matter
experts http://www.thefullenglish.org.uk/ and a bunch of real teenagers - we didn't want to be Grandad at the Disco - and came up with a set of attributes to permeate the material: Being real (natural and believable), fun (light-hearted), surprising (not what you'd expect from the teacher/school) and funny (lots of opportunities to laugh).
We gathered these rowdy, argumentative teenagers together and put them in a large photographic studio with loud music, some good lighting, a tolerant photographic and
an entertaining art director. We got some great shots.
We then found an illustration style perfectly suited to showing the different words people use to express themselves and we applied the whole lot to teachers' notes, student worksheets, pop-up stands, posters, emails, films and a website to house the lot.
It was shortlisted for a Nominet Internet Award and is a big hit (with teachers and pupils alike) - http://tinyurl.com/cvhgbeb.