CELEBRATING :&"34 OF CREATIVITY
5)& *%&"4 '06/%"5*0/ THE ANNUAL REPORT 2012-2013
The new website has been launched to take the Ideas Foundation up-to-date. The site combines the vibrance and creativity of the work we do with young people, with the professional nature of our stakeholders and partners.
MEET OUR NEW TRUSTEES The Board of Directors has recruited two new members; Moira Kean and Richard Robinson. Moira set up Kean Vision, a Media Training and Consultancy Company, having worked as a BBC producer for 26 years. Richard is Managing Partner of Oystercatchers, previously having set up Publicis offices in West Africa and worked client-â€?side as Head of Adult and Family-â€?Marketing at McDonalds.
HELLO! This coming year is a very special year for the Ideas Foundation. 2013 marks 10 years of nurturing the creativity of young people and driving diversity in the creative industries. We are also proud to have launched a new programme called ‘The Ladder’, which formalises and tracks the progress of young people identifed through our projects. Our 10th year is also being marked with a new website, a plan for expansion to more schools across a broader geographical area of the UK, and we have two new trustees joining the Board! Read on for more…
TO IDENTIFY AND NURTURE CREATIVELY GIFTED YOUNG PEOPLE WHO ARE NOT CURRENTLY THRIVING WITHIN THE ACADEMICALLY FOCUSED EDUCATION SYSTEM. TO GIVE THEM THE SKILLS THEY NEED TO GAIN EMPLOYMENT IN THE CREATIVE INDUSTRIES. TO IMPROVE DIVERSITY IN THE CREATIVE INDUSTRIES.
L E D O M L A N O I OPERAT
I Am Creative is the Ideas Foundation’s first UK-‐wide project. Clients sponsor a creative brief, which we the take to four schools in deprived areas. We run the project for a half term, in line with the National Curriculum and take in professionals from the client’s creative agency to run skills-‐workshops. This year we worked with 543 students, had 10 brief sponsors such as E-‐ON, Barclaycard and TES, and we already have 5 briefs lined up for the Autumn term from clients including Kingfisher, Coutts & TalkTalk.
Incubate has had a hugely successful year working with 799 students, running pioneering and innovative projects with three schools in the North West: The Derby High School, St Ambrose Barlow and Manchester Creative and Media Academy. Projects have been developed to, among other things, help the three schools develop literacy at Key Stage 2 and 3, supplement Ofsted reports, more effectively speak to stakeholders and prepare and equip them for the new 2014 Computing and Design and Technology Curriculums.
INTRODUCING THE LADDER The Ladder is the latest addition to our operational model. Launched in October 2012, there are already 50 students who have accepted their invitation to join The Ladder, having previously been identified as creatively gifted through either Incubate or I Am Creative. The rungs of The Ladder are displayed in the diagram on the right. We have run 2 successful induction days, 1 Creative Media Camp and held 2 work experience opportunities for our students. The Ladder is the Ideas Foundation’s ‘Progression Group’ and holds the key to developing and tracking the development of all of the students we identify as being creatively gifted through I Am Creative and Incubate, our school projects. We look forward to inviting more students to join The Ladder in 2013/14 and developing and nuturing our current Ladder Students further, as per our charitable mission.
it was an amazing day. I learnt a lot from great industry professionals “ Overall and I wish it had lasted longer!
- Anonymous student who attended a Ladder Induction Day
%*7&34*5: THE CURRENT SITUATION BAME representation in the creative industries REDUCED from 7.4% in 2006 to 5.4% in 2012. -Creative Skillset 2012 census Just over 1 in 20 ads made in 2011 featured any ethnic minority actors. -IPA Multiculturalism Britain Report 2012 .
OUR PROJECT’S STATS OVER 10 YEARS 3.98% consider themselves to have a disability 58% Female 43% BAME
We hope to improve this through our work. We want to feed The Ladder Students into the industry, increasing diversity as we go.
THE FILM Shaun Bailey, the Prime Minister's Special Adviser on Youth and Crime, launched the Ideas Foundation’s November 2012 event to launch ‘Diversity in Advertising’, a ﬁlm that considers the state of diversity in Advertising as discussed by a cross section of people that work in the industry such as Patrick Burgoyne, Editor of Creative Review. The event included a ﬁrst showing of the ﬁlm. A host of big names in Advertising, such as Magnus Djaba, CEO of Saatchi & Saatchi and Nicola Mendelsohn VP EMEA at Facebook, provided a panel to discuss the issues surrounding the ﬁlm. The ﬁlm made a global impact, with responses from the USA and South America, among others.
CHECK OUT THE FILM vimeo.com/43723437
students took part in
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Ideas Foundation projects this year.
University colleges were involved, providing venues, resources and student mentors.
Schools and Colleges were involved, a increase on last year.
brands have been involved in I Am Creative projects.
pieces of work were uploaded to the I Am Creative Gallery.
companies were involved in delivering projects and workshops, supporting the students and programmes.
ďŹ lms and animations were produced, which is a increase on last yearâ€™s total.
mentors and student mentors were involved in supporting students.
students have signed up to â€˜The Ladderâ€™, the Ideas Foundationâ€™s progression group, since it launched in October 2012.
ON PROJECTS COMPLETED 2012 - 2013
063 :&"34 )*()-*()54
Scholar’s This July, the Ideas Foundation eative Media Council organised a week-long Cr Camp. Over 25 14-19 year old of University creative students attended a range complete a of the Arts, London locations to brief from Talk Talk.
The Incubate team worked with 45 young peo ple at risk of failing in mainstream education to make 9 ﬁlm s targeting social issues that matter to them. The ﬁlms were screened on the BBC Big Screen in Manchester city centre, and was introduced and endorsed by the BBC’s Head of Knowledge. ROBIN WIGHT CVO
cial The Ladder had its ﬁrst ever ofﬁ d at induction day in July 2013, hoste ts BBH. Over 30 teachers and studen were in attendance, taking part in re everything from advertising treasu ing hunts, to workshops by award-winn creatives.
visory Board, the June 2013 saw our Youth Ad lebration event themed ‘Scholar’s Council’, hold a ce ts being invited to hang ‘In The Future…’ with gues the creative industries on their wish for the future of tree. the purple and pink wishing
Having reﬁned the I Am Creative project model to include a pitch of the best ideas on each brief, we held two brilliant pitch days for Lloyds TSB in Rainey Kelly’s ofﬁces and for Barclaycard in BB H’s ofﬁces. SIR JOHN HEGARTY
between This year saw the ﬁrst collaboration ent, TES, the Times Educational Supplem and Ideas Foundation. I Am Creative ited sponsored the Creativity Award and inv ut schools nationwide to answer a brief abo promoting the new Digital Design and Technology Curriculum to schools.
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Isfeeltudents tookverypart in fallen I have been lucky and somewhat my feet with my job. Being ablethis to share IdeasonFoundation projects year.something of my experience has made me feel I can give something back. On a personal level, considering my work had made me appreciate it more. - Matt Turnball, AMVBBDO
University colleges were involved,
â€œWe have really enjoyed working with the Ideas Foundation. Clare and Jemima have been absolutely fantastic in providing venues, resources and listening to what is important to us, we had a brilliant working relationship which resulted in a truly wonderful project. mentors. Reducing energy waste is more important than student ever and I Am Creative has been a great way to inform school children not only about Schools and Colleges were involved, a how they can save energy in the future, but also how they can inspire others to do the same. increase on last year. - Suzanna Doxey, Eon
brands have been involved in I Am Creative projects.
THE MENTOR â€œThis project and the input from Paul, our industry mentor from Bartle, Bogle and Hegarty, has been superb. We really struggle to get creative professionals in to inspire our children inpieces the NorthofEast, has been a bit like getting the gold ticket to have someone workand itwere of this calibre in our school.â€? mentors and student mentors uploaded to theMartinI Am Errington, teacher at Cardinal Hume
were involved in supporting students.
companies were involved in delivering projects
â€œI am now aware and understand and workshops, supporting thetostudents and programmes. â€œIt was a very engaging brief to be the different areas work in. I know that I would like to pursue a career in the creative industryâ€?
ďŹ lms and animations were THE STUDENTS â€œThis project has helpedwhich is a produced,
develop my social skills and shown me a possible on last yearâ€™s total. career path.increase I have thoroughly enjoyed this experienceâ€?
working on; it was also nice to feel like we were working for a big client.â€? have signed up to
â€˜The Ladderâ€™, the Ideas Foundationâ€™s progression group, â€œI feel very conďŹ dent about giving since it launched in October my creative ideas out and feel 2012. honoured that I was able to take part in this opportunity.â€?
ON PROJECTS COMPLETED 2012 - 2013
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Published on Nov 8, 2013
This coming year is a very special year for the Ideas Foundation. 2013 marks 10 years of nurturing the creativity of young people and drivin...