Work  //  Case Studies  //  UNCRC


Client Testimonials

"Thank you all for your expertise, effort and enthusiasm over the many months of a campaign which has been immensely important for S4C and our viewers. Midnight on the 30th will really be a historic moment as S4C becomes 'a totally digital and wholly Welsh language' channel, and I feel very proud to have been part of the process with such a great team of people"
Garffild Lloyd Lewis
Director of Communications, S4C

United Nations Convention on the Rights of the Child

The Brief
A campaign aimed at 11-19 year olds in Wales to highlight positive images of children and young people in Wales to mark the 21st anniversary of the adoption of the United Nations Convention on the Rights of the Child (UNCRC), working to eliminate discrimination/inequality against children and young people.

Our Approach
Cazbah worked in partnership with PR Partner Working Word and CLIC online whose part in the competition and the summer shows was instrumental in the effectiveness of the activities.

First and foremost our challenge was to gather the views of both young people and adults about how young people are perceived by society.

We did this through face to face qualitative research to ensure we got to the very heart of the issues.

Using this information we worked with our partners to develop a toolkit to help young people improve the way they're portrayed, targeting influencers and opinion formers in the media to help to change perceptions.

We also organised a series of events to reach young people and help them become more confident and celebrating their successes. This culminated in a National competition and big event at the Senedd in Cardiff Bay attended by young people, influencers and politicians.

1,278 people were interviewed for the market research element of the work - 90% of them young people in the 11-19 age range.

The Toolkit was a great success, developed with significant input from children and young people.

The Celebratory Event event at the Senedd was designed to celebrate the achievements of children and attracted 200 young people and stakeholders from across Wales.

Over 5000 individuals visited the campaign website in the first few months