Fundraising

THE IDEAS FOUNDATIONDriving Diversity,

Nurturing Creativity

www.ideasfoundation.org.uk

WHO?Our missions are to:

Identify & nurture creatively gifted young people aged 13-19 who are not thriving in the education system

Robin Wight CVO set us up in 2003

To give them skills to gain employment

To increase diversity in the creative industries


HOW?

• IDENTIFICATION • NURTURE

2012-13:543

Students2012-13:799

Students

2012-13:50

students have been selected to

join The Ladder since it

launched in October

2012


HOW: The Operational

Model This

operational

model

allows us to

achieve all of

our 3

charitable

missions

through

IDENTIFICATIO

N, NURTURE

AND

EMPLOYMENT

HOW?

WITH 12

BRANDS25 AGENCIES

58

SCHOOLS

Mentor’s Council I A

m

Creat

ive

I Am Creati

ve &

Incubate

White British: 44.9%

BAME: 55.1%

London Ethnic Mix:

WHY?

White British: 83.3%

BAME: 16.7%

UK Ethnic Mix:

Creative Industries Ethnic Mix: White British:

96.4%BAME: 5.4%

ONS Census 2011

Ideas Foundation Ethnic Mix over 10 years: White British:

57%BAME: 43%

IPA Multiculturalism Britain Report 2012

BAME representation in the creative

industries REDUCED from 7.4% in 2006 to

5.4% in 2012.

Creativ

e Skillset

2012

census

WHY?

BAME purchasing power is now £300

billion. “It simply is not the case that

advertisers can catch ethnic minorities

through the same channels as

whites.”

Just over 1 in 20

ads made in

2011 featured

any ethnic

minority actors.

WHY?

Male: 51%Female: 49%

UK Gender Mix:

Creative Industries Gender Mix:


ONS Census 2011

Ideas Foundation Gender Mix over 10 years:


WHY

“We really struggle

to get creative

professionals in to

inspire our children

in the North East,

and it has been a

bit like getting the

gold ticket to have

someone of this

calibre in our

school.” – Mr Martin

Errington, Cardinal

Hume School

(Barclaycard IAC)

“I am now aware and understand the different areas to work in. I know that I would like to pursue a career in the creative industry”(Anonymous)

• Few young

people know about the creative industries as a potential career path.

• Few young people understand creativity outside of its ‘generic’ meaning.

• Limited knowledge in careers advice services and limited access to them.

WHY?

“Last year I never knew what I

wanted to do for a career. But since working with the Ideas Foundation,

I've found my passion. Thank

you Ideas Foundation - I now know I want to be

part of the creative industries.” - Maria

Kivakude,

“This project has helped develop my social skills

and shown me a possible career

path. Therefore, I have thoroughly

enjoyed this experience” (Anonymous)

• How can the industry recruit new talent if the talent doesn’t know the industry exists?

• How can young people know the industry exists if the industry doesn't’t tell them?

EON / I Am Creative:

Case Study

www.iamcreative.org.uk

WHAT IS ‘I Am Creative’?

I Am Creative was set up by the Ideas Foundation in 2012. The aim of the project is to:

Give young people aged 13-19 living in deprived areas, an opportunity to find out about the creative industries and answer a real live creative brief from a client.


HOW Does It Work?

• Ideas Foundation deliver the brief in 4 schools in deprived areas across the country over a half term.

• Bring in agency staff to run a brainstorming session.

• Agency staff invited back for school pitches.


• Downloadable briefs from companies like E-ON, BT, TalkTalk, Barclaycard and more. • Resources library.

E-ON A/W 2012-2013

The brief


THE SCHOOLS


Nottingha

mBirmingham

THE SESSIONS


2 x DLKW Lowe ‘mentors’

1. Brainstorming- Backgrou

nd to industry & agency

- Launch brief

- Creative exercises

- Brainstorm in teams

- Share ideas with the group

2. Pitch

- Teams pitch back at the end of 6 weeks .

- Pick a winning idea at each school.

- E-ON download top work and pick winner and highly commended Prep required:

- 1 x 2 hour planning session- Prep of a presentation

THE PITCHTop team from each school is taken to London

with their teacher.

They pitch to

the client and

agency

They pick a winner and a

highly commended

team.

THE WORK: Winner


‘Spin ‘til it Hertz’: A hamster wheel installation for stores/festivals/fetes to charge your phone!


This work was displayed in the Nottingham E-ON store!

THE WORK: Winner


THE STUDENTS


All team

members of

both the

winning team

and the highly

commended

team joined

‘The Ladder’, a

progression &

work

experience

group

The winners won £200 of vouchers

This is her diary of her dayMaddy made a

film for

Kingfisher as

part of her

Ladder work

experience

THE STUDENTS

“Yesterday was really an inspiring day because I’ve known I’ve

wanted to be an editor for a while, I just never knew what the

environment was like; I think it made me more confident that I

want to work in that area and I’m doing the right thing in going to a

film college”

http://vimeo.com/72035070

THE PR


THE FEEDBACK

Suzanne Doxey,

Community

Relations

Manager,

E-ON

“We have really enjoyed working with

the Ideas Foundation. Clare and Jemima have been absolutely

fantastic in listening to what is important

to us, we had a brilliant working

relationship which resulted in a truly

wonderful project.”

THE STATS

65 students worked

on the project 25 ideas were uploaded

4 schools took part

in 2 cities

7 students joined ‘The Ladder’

OTHER WORKBRIEF: Come up with a campaign to make people realise the importance of super fast broadband

Talia Jordan-Lewis

Age 14: Brief: Come up with a socially responsible app. Talia’s idea is an Environmental game called Green Spree which is chosen as the winner.

Age 15 : Nokia invest £40k in developing the app with their developers.

Age 16 : Green Spree launches at the Ovi Store. Talia becomes a member of the Scholar’s Council. Talia completes a 2 week work placement at Saatchi & Saatchi.

OTHER WORK

OTHER WORK

BRIEF: Help us design the Play Zone of our new destination store

CAN WE SPONSOR A BRIEF?


YES!

I Am Creative are always looking for new briefs.

HOW?

- You can either use I Am Creative as a way of enriching a project you are currently working on.

- Or it can be a completely new strand of work.

COST:£15,000 per brief

- Breakdown available

WHAT’S THE RETURN ON INVESTMENT?

- Improving diversity in the creative industries & in turn helping agencies to help clients broaden their markets.

- 25 – 65 ideas.- 65-125 students engaging

with your brand. - PR- Teaching students in deprived

areas about the career opportunities in the creative industries.

THE STATS: Last YearOver 40 schools and 10 brands & agencies were involved50 students joined ‘The Ladder’

174 ideas were

uploaded to the I Am

Creative website

SCALING UP:

- Vivo is an online rewards platform for schools.

- Vivo can deliver targeted messages to over 1.4 million young people between 11-18 years via our website / app.

- Vivo is used in over 600 (& growing) secondary schools in the UK with a big push into primary schools & colleges during 2013-14

OUR OFFER:

A branded, creative

competition

Up to 40,000 secondary school students taking part and engaging with your brand.

Peer-judging using social networks - great interaction with your social media.

Bespoke microsite on Vivo explaining the competition and prize.

COST

- £7,500

with IAC

- £10,000

alone

TIMELINE/NEXT STEPS


• PLANNING: 2-3 months

1) IAC write a brief

2) IAC send to you for feedback

3) IAC show brief to Scholar’s Council for feedback

4) You tell us preferred school regions.

5) IAC plan projects in schools

6) We work with agency and client staff to organise sessions at schools

• DELIVERY: 3-4 months

1) Projects run 2) We work

together to organise pitch day.

3) IAC liaise with schools to arrange for students to attend pitch day

4) IAC ensure swift invitation and induction to The Ladder

CONTACTS/LINKS

Program

me

Managerwww.iamcreative.org.uk

[email protected]

[email protected]

Website

Project

Coordinat

or

http://www.iamcreative.org.uk/

Fundraising

Education

ideas foundation

industry exists

deprived areas

young people

school

creative

www

work