Mentoring Campaign

Free2B Alliance is a Community Interest Company supporting LGBTQ+ young people and their families by challenging homophobia, biphobia & transphobia and increasing confidence, self-resilience and aspiration.

Client Free2B Alliance
Discipline Brand clarification


The challenge

Free2B initiated a new mentoring service aimed at young people who identify as LGBTQ+, with a secondary ‘referral’ audience of professionals who may wish to refer their pupils / clients to the service. The overarching aim of the service is to empower young people, helping them to develop the skills and confidence to address personal issues and concerns. Our role was to develop marketing materials that would help take the message of the campaign to the audience, encouraging them to engage with the service.




The process

Working alongside Free2B as a pro-bono partner, we defined and developed the messaging and visual identity to support the launch and ongoing activity of the new mentoring service. Following a creative process two concepts were produced with a focus group of Free2B’s young members being given the choice over which was developed. This final part of the process ensured that the designs were tested with those closest to the target audience, ultimately selecting the concept they felt best reflected the confusion that young people describe.




The result

The creative has been designed to be visually striking, with messaging and imagery that reflects the challenges faced by young people, inviting them to engage without labelling or defining them or their needs. This is an ongoing campaign, however initial materials have been launched across select schools and services working with young people such as social workers, CAHMS workers, GPs and youth workers with positive feedback from those.

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