Best practice from redheadPR
To give British youngsters the opportunity to be entrepreneurial, Oli Barrett and Enterprise Insight ran a national groundbreaking campaign ‘Make Your Mark With A Tenner’ (MYMWAT).
Youngsters were given £10 to see what they could achieve in one month. The six month competition which climaxed with awards in June 2007 was underpinned by a media campaign run by redheadPR that launched during National Enterprise Week in November 2006.
The competition changed thinking and provoked discussion about social enterprise. 10,000 youngsters were given a total of £100,000, giving the next generation of entrepreneurs the opportunity to show themselves and those around them what they can achieve.
The campaign captured the imagination of all sectors from young people’s programmes through to economics editors generating 200 pieces of media coverage including a spot on Newsnight.
‘Make Your Mark With A Tenner’ (MYMWAT) a groundbreaking national competition targeting British youngsters of school age, schools and opinion formers. Although the actual competition commenced on January 29, 2007 for one month, it was underpinned by a media campaign, which was timed to launch during National Enterprise Week in November 2006.
MYMWAT aimed to give young people the opportunity and encouragement to pursue entrepreneurialism and specifically social enterprise as a career and to also demonstrate to opinion formers and the general public that young people are not only creative but full or enterprising ideas. The venture was supported by Andrew Reynolds, founder of The Entrepreneur Channel, who donated £100,000 to entrepreneur, Oli Barrett.
MYMWAT was a public relations idea and based on action centred learning. 10,000 UK teenagers were given the chance to show what they could achieve with £10 in just one month. The youngsters could do this together, on their own or with their school, choosing from two categories – social enterprise and commercial enterprise.
Participants were asked to write 150 words on their experiences: based on the stories submitted, winners were chosen and split into two categories; Winners who made the most profit (which they could keep) or made the biggest social impact were chosen. Prizes were also awarded for the funniest, most imaginative and unluckiest stories.
redheadPR was asked and responsible for not only generating awareness of the MYMWAT but articulating how the concept could be implemented through schools right down to the management of the £100,000 and the return of each person’s ‘seed money.’
The outcomes were huge and the event will run year on year through Enterprise Insight, one of the biggest events for Make your Mark (MYM).
Most of the money was recouped or used by individuals and schools, however monitoring how many young people actually participated proved challenging. However, a total of over £70,000 seed money was cashed and used which suggests that a minimum of 7,000 young people had a go at being a commercial or social entrepreneur.
A number of participants intend to continue their enterprises – Nicole Bothma. Lipson Community College, 17, invested the profits from her nail and hairdressing business in driving lessons to take her business mobile.
The social impact of MYMWAT included £1,000 to rebuild a school in Kenya; money for MacMillan Cancer Research, Plan International, Mothers Against Guns and Great Ormond Street Hospital. The 50 best social impact ideas could further their work by bidding for £1,000 from the Big Boost fund.
- Raise the awareness of MYMWAT with young people and opinion formers in business, education government and not for profit
- Increase profile of Enterprise Insight’s campaign MYM through MYMWAT
- Encourage 10,000 young people and organisations to get involved in the activity
- Celebrate success and keep participants interested over a period of the six month campaign
- Raise awareness of Andrew Reynolds, founder, The Entrepreneur Channel the donor
- Achieve maximum media coverage for the awards pre, during and post campaign thus sustaining the profile of MYMWAT
- Change thinking and provoke discussion surrounding social enterprise
Targets and deliverables
Outcomes exceeded targets and expectations
Schools involved - 117
Coverage - 181 published monitored
Broadcast - 62 pieces
Picture inclusion in print - 49 pieces
Audience of - 92.4 million
Advertising equivalent - £12,490,881
Pieces where AVE was not available - 66 pieces
Press releases written - 17
Of the 181 pieces of , 76 mentioned Andrew Reynolds, 64 pieces credited The Entrepreneur Channel whilst 43 pieces mentioned both. 127 media hits incorporated the social enterprise key messages provoking editorial discussion on businesses working towards not only profit, but positive social or environmental change.
Schools and colleges were sent information packs, cheques to cover the number of young people participating, learning outcomes, prizes, awards, timeline and guidelines for submissions. Full information, FAQs, contact details and forms were also available from the competition website www.makeyourmarkwithatenner.org.
redheadPR produced copy and distributed of all information and packs and money. Post competition, redheadPR coordinated the management of the safe return of £10 given to all participants.
redheadPR coordinated and managed blog updates on behalf of MYM ensuring the website was uploaded with up-to-the minute information. In addition, redheadPR developed a bi-monthly newsletter which was circulated to all schools and highlighted current activity and any new information that is available on the web site.
redheadPR liased with schools to encourage submissions, ensure that monies and activities were managed and lastly to pick those ‘Spot Light’ schools out for further media activity.
Relationships were developed with opinion formers such as Tim Smit, OBE, Alex Tew, Stephanie Flanders to give support in some way from judging right through to helping launch the event. There were deliberately no demands made on the use of the money or its return to ensure that the activity was truly entrepreneurial.
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