Hackney Council team up with young people to create a toolkit for health campaigns

Young People's Engagement Toolkit

Young people from across London have spent months working with Hackney Council to co-create a guide to successful public health campaigns for a younger audience. 

The Young People’s Engagement Toolkit was developed with a group of 15-25 year-olds and features insight about social media, branding, the use of influencers and examples of artwork and messaging. 

Data suggests that young people in Hackney and London continue to record high infection rates for coronavirus compared to other groups, highlighting the need to better communicate public health messages to this group.

As well as outlining clear methods to engage with younger audiences, the toolkit features direct quotes from young people outlining their honest feelings about the pandemic. Including what motivates them during this time and what has often made them disengage with public health campaigns in the past. 

Key findings from the toolkit reveal emotion as a key motivator amongst this group and the desire for memorable fact based messages delivered by professionals that they can relate too. 

A standout from the toolkit is an animation co-produced and narrated by the young people from the advisory group, which focuses on the current lockdown and steps that can be taken to help stay on track with the roadmap out of lockdown. 

The Young People’s Engagement Toolkit was developed as part of the borough’s collaborative ‘Keep London Safe’ campaign and has now been distributed to all boroughs in London.

Amari Smith-Samuel, 25, member of the toolkit advisory group, said: “I loved being part of the project group, it was a really transparent space which allowed us to explore so much and create such a useful document. It’s a pleasure to know a government body cared enough to invest in and understand the views of the future generation.”

Cllr Chris Kennedy, Cabinet Member for Health, Adult Social Care and Leisure
Young people have had to sacrifice a lot over the course of this pandemic and it is really important we appreciate that, whilst acknowledging the part they will play in overcoming it. The data suggest that previous health campaigns have not resonated with our younger audiences, making this toolkit a really invaluable resource.

It not only captures the honest perspectives of young people in Hackney and London but has also given us the tools to better communicate the key health messages we need them to know and share with their peers and families.
Cllr Chris Kennedy, Cabinet Member for Health, Adult Social Care and Leisure
Cllr Georgia Gould, Chair of London Councils
It is incredibly important for young people in London to get vaccinated when it is their turn. The invaluable work of local young people and Hackney Council in creating this game-changing youth engagement toolkit will make such a difference as we speak to young people across the capital about the reasons why they should take the vaccine.

The toolkit is incredibly powerful because it has been developed in close collaboration with young people, listening to their honest feedback and reflecting what they think will have the most impact on their peers.

Young people have made huge sacrifices over the past year and for this they deserve our thanks. They also have a vital role to play in London’s recovery as they pursue their careers, live their lives and contribute to making our city great. With this toolkit, we stand the best possible chance of getting through to young Londoners on this crucial issue.”
Cllr Georgia Gould, Chair of London Councils