In The Mix – the newsjacking show about young people’s resilience
Things are about to get real.
A new survey of over 1000 respondents suggested that three in four under 25s believe they are misrepresented in news media. Nearly half of the respondents also indicated that current news media is mostly negative about the age group and has an impact on how older generations perceive them.
So, on The Drum’s ‘Do It Day’ – 16th November 2017 – The Mix, supported by VO5 and House of Experience, along with professionals from a variety of agencies, will launch In The Mix, a newsjacking campaign to reclaim the news for under 25s.
In The Mix will disrupt the negative news agenda around under 25s by creating an alternative 6 o’clock news bulletin, produced with young people, for young people and fronted by the modern-day celebrities young audiences now so often turn to for life advice and inspiration – YouTubers.
By showing empowering stories about the strength of young people’s characters curated from The Mix’s social media followers, In The Mix aims to destigmatise mental health through showing real life stories of resilience.
Supported by disruptive ads displayed on digital boards given by Ocean along with free media space donated by The Guardian, Evening Standard and Spotify to tease a new kind of news broadcast, the bulletin will play out on The Mix’s YouTube channel at 6 o’clock.
Chris Martin, The Mix’s CEO, commented: “At The Mix, we know that young people often depicted negatively in the media and this has direct consequences both on the way they are perceived and how young people see themselves valued by society. It is not surprising that our research has shown that many young people don’t trust the mainstream news and are turning to social media as their window on the world. Our Do it Day campaign will bring to life In The Mix, a new YouTube news program for and by young people. The platform is a chance for young people to take control of how they are portrayed in the media, to speak up about issues important to them.”
Niki and Sammy, YouTube sensations and In The Mix’s hosts commented: “Presenting the first ever edition of In The Mix was a lot of fun. We met with some amazing young people who had incredible stories. In the age of fake news and negativity online, In The Mix offers a great alternative for young people.”
Victoria Wharton, Senior Account Manager, House of Experience commented: “This is a great opportunity for us to demonstrate just how strong the younger generation is, combatting the largely negative portrayals of them in the news these days. The stories The Mix received were honestly so inspiring, it only feels right that the public get to hear them!”
Notes to editors
About the poll
All figures, unless otherwise stated, are from One Pulse. Total sample size was 1049 young people aged 16-25. Fieldwork was undertaken between 9-13 November 2017. The survey was carried out online.
About House of Experience
House of Experience is an independent agency founded by a bunch of straight-talking marketers. We’re a mix of planners, creative and activation specialists who have worked above, through and below the line.
We work with some of the world’s largest brands and also with cutting-edge challenger tech brands. Our clients come to us with one common objective: create great experiences that have the potential to generate huge amounts of sharing across media.
Our Mission: To create and deliver the most shared experiences on the planet.
About Do It Day
Agencies, brands, tech companies and publishers spent World Mental Health Day working together on ideas that will help change perceptions of mental health, laying the groundwork for creative campaigns that will make the world a better place. Heads Together charity partners; The Mix, Young Minds, Mind, CALM and Best Beginnings, attended The Drum’s hack day armed with specific challenges, which the marketing industry’s finest talents then spent the day working on responses to. These campaigns will then be fulfilled on or prior to Do It Day- 16th November.
Published on 16-Nov-2017
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