Duke of Edinburgh’s Award

A global campaign to champion non-formal education


Driving global collaboration

Today’s young people face a wide range of challenges as they set out to find their place in the world. They are growing up with expectations and uncertainties unseen by previous generations. Equipping young people with skills for life and helping them to find their potential is crucial.
We were asked by the Duke of Edinburgh’s International Award to create a campaign to drive a strong sense of global collaboration across the Award network and champion the importance of non-formal education in helping to prepare young people for the world. Our client’s idea was to unite all global National Award Operators (NAOs) under one rallying cry of ‘World Ready’ and use that as the hashtag underpinning the entire campaign. It was a call to action that could appeal to an ever-growing global family and focus them on a common aspirational benefit.

Passing on
the baton

The campaign was launched with a film, compiled using the footage shot by those involved in the Award around the globe. We created a script and easy to follow guidelines to film and send in footage to our offices in London, where it was edited and turned into a stirring brand film. The idea was that the video camera became a baton that could be passed from continent to continent. We received more than 600 video submissions, from 200+ people in 30 countries, totalling over 100 minutes of footage. Using the collective voices of the Award family, a truly global film was created. The Award hopes it will drive greater brand ownership and awareness and in turn, help even more young people to have the opportunity to participate in the Award.

A compelling campaign

We created a range of elements for the phased campaign. A starter kit was sent to all NAOs to encourage their participation and give tips on how to film the footage. The film was created from the footage and supporting five second stings helped boost the campaign on social media and excite audiences at the event in Ghana. And a campaign toolkit was created so that each NAO could create digital and print assets in the #WorldReady look and feel, no matter their marketing expertise or budget.

Our ambition was to create a campaign which celebrates the inspirational young people and adults involved in the Award around the world. By encouraging the Award family to share their stories and experiences, we hope to also champion the important role that non-formal education can play in helping young people to be ready for the world. We have been delighted with the response to the campaign to date and look forward to seeing it unfold in the weeks and months to come. Emma Brown Director of Brand and Communications at The Duke of Edinburgh’s International Award Foundation


This film and the campaign were launched at the Award’s triennial global Forum in Ghana on 31st October 2018, where guests included HRH The Earl of Wessex, Chair of The Duke of Edinburgh’s International Award Foundation. It was supported by a social media campaign, built around the hashtag and encouraging participants, volunteers and others involved in the Award to share their stories, photos and videos about how the Award has helped them to become #WorldReady. The bright, bold campaign identity we designed helped to create a powerful online presence for the Award, which also extends to a website, merchandise and more.