How Channel 4 Created Its Most Successful Launch by Handing Creative Control to a ‘Doomed’ Generation

Media companies are in the business of shaping narratives. But for too long, one narrative had gone unchallenged: that Britain's young people were a generation beyond saving.

As a Public Service Broadcaster whose purpose to 'Drive change through entertainment' we had the responsibility and the platform to flip the script. Our response was structural, not cosmetic. First, we recommissioned Educating Yorkshire - a programme showing teens in their unfiltered brilliance. Then we handed the entire creative brief to the students of Thornhill Community Academy. More than 400 students became the real authors of a national campaign, not just participants. The results proved that when young people shape the narrative, audiences respond: • 9 in 10 felt it highlighted how important it is for young people to be inspired at school • 8 in 10 viewers agreed Educating Yorkshire helped drive important conversations about inclusion, mental health and education in the UK • 8 in 10 felt it provided hope and reassurance to parents or students going through similar challenges and situations. • Awareness of the show on day of transmission amongst 16-34s was the highest for any new Channel 4 show amongst this group • Channel 4 was #1 for 16-34s during broadcast with more than double ITV1's share • We created a national conversation with 99% positive coverage and a net reach of 130M Because the best way to flip the script on a generation is to let them tell their own story.