Flipping the Script: How Channel 4 and Its Partners Turned Students into the Storytellers Behind Educating Yorkshire

What does it take to change a narrative? In our experience an entire community.

When Britain’s youth was being presented as a problem to be managed not celebrated, Channel 4 recognised that, as a Public Service Broadcaster, we had both the responsibility and the platform to act – but also that we couldn't do it alone. Our approach: build a coalition that enabled young people to write the narrative themselves. What followed was a collaboration stretching from a broadcaster's boardroom to a school hall in Dewsbury. Channel 4 and Twofour recommissioned Educating Yorkshire. 4Creative, 4Schools, 4Skills, 4Voice, 4Studio BLINK and OMD transformed the production into a 10-workshop curriculum. Dougal Wilson and Supple Nam brought world-class craft. And more than 400 students, along with their teachers and parents, brought the one thing no one could manufacture: trust. The results: • After watching, 3 in 10 viewers aged 16-34 said the series inspired them to consider a career in education or youth work • 9 in 10 viewers aged 16-34 said the show highlighted how important it is for young people to be inspired at school • During broadcast, Channel 4 was #1 for 16–34s, with more than double ITV1's share. • Awareness among 16-34s on the day of transmission was the highest for any new Channel 4 show amongst this group • We created a national conversation with 99% positive coverage and a net reach of 130m A show and campaign built, together with the community it sought to serve