The Hear It Podcast

This episode we hear from Rohini Kahrs, Communications Manager at the Runnymede Trust, which is the UK’s leading race equality think tank. From broadening the curriculum to exposing the Windrush scandal, the Trust’s work is rooted in challenging structural racism and its impact on our communities and has produced some incredible insight to continually challenge and influence progress towards racial equality.

Rohini on LinkedIn

Runnymede Trust https://www.runnymedetrust.org/

Rohini talks about

https://ifs.org.uk/inequality/press-release/lack-of-progress-on-closing-educational-inequalities-disadvantaging-millions-throughout-life/

Penguin Lit in Colour & their TikTok

Falling Further, Runnymede Trust 

Confronting Injustice: Racism and the Environmental Emergency. Runnymede Trust

Choked Up

Stormzy - Merky Books working with Penguin, Cambridge Scholarship

This episode we're joined by Isobelle Panton, Director of Student Recruitment and International at University Academy 92, a higher education offering founded by the Manchester United Class of '92, in partnership with Lancaster University. 

We talk about adapting the higher education offer to youth audiences, challenging the typical format of an undergraduate learning experience and why championing student voice is key to staying relevant in an ever competitive market. 

https://www.linkedin.com/in/isobelle/

https://mobile.twitter.com/isobellepanton 

https://ua92.ac.uk/

Rebecca mentions

Hyper Island as being a unique Higher Ed offering https://www.hyperisland.com/

Gary Neville on TikTok https://www.tiktok.com/@gneville2?lang=en 

Isobelle mentions 

Gymshark as a brand that knows its target youth audience https://uk.gymshark.com/ 

Gymshark's realistic mannequins https://hypebae.com/2022/11/gymshark-london-flagship-location-mannequins-community-body-positivity 

Ryan air as usally being brilliant on social

https://www.tiktok.com/@ryanair?lang=en

But no so much their mean tweet at Jordan Sancho https://talksport.com/football/1243911/ryanair-twitter-jadon-sancho-england-world-cup-squad/ 

This week we speak with Penny Norman, Strategy Director at Rescue, a behavioural change agency working with Governments and non-profits to tackle behavioural health campaigns in the U.S, specifically nicotine, cannabis and opiods.

https://rescueagency.com/

https://www.linkedin.com/in/pennynorman/

https://rescueagency.com/webinars

We talk about the subcultures within the 'teen' bracket, how to engage youth audiences to influence behaviour, whether that's preventative or informative and Penny shares lots of advice on how to improve the conversation, better understand the drivers of drug use and to develop the right mix of measures to indicate attitude and behaviours are changing. 

Penny mentions...

Stoner Sloth campaign https://www.theguardian.com/society/2015/dec/20/stoner-sloth-anti-drug-campaign-gets-reality-check-as-medical-experts-walk-away 

YMCA $10 a day childcare https://www.owensoundsuntimes.com/news/local-news/ymca-child-care-refunds-start-toward-average-10-per-day-promise

Laced and Lethal in King County https://www.lacedandlethal.com/ 

Research using fake teen accounts to test how easy it is to use Instagram to access drugs https://www.businessinsider.in/tech/news/instagram-makes-it-very-easy-for-teens-to-find-drugs-on-the-platform/articleshow/88157357.cms 

Meta legit script approval https://en-gb.facebook.com/business/help/787684018620830 

This episode we hear from Ndubuisi Uchea, co-founder of Word on the Curb, a youth research and creative consultancy. Having literally established Word on the Curb to represent youth voice, particularly from minority and under represented groups, the YouTube platform grew to the creative, research and content agency it is today. 

https://www.wordonthecurb.co.uk/

Word on the Curb YouTube

Examples of work we talk about

• Adidas + Mother London

Ndu shares YouTube's Black Creators' community and how it's been a programme that engages young Black voices well, and invests in them. 

You can apply for the Black Creator Fund from YouTube here

This episode we welcome Bruce Daisley onto the podcast. Bruce previously ran Twitter's business and development across Europe, Middle East and Africa. Now a writer and consultant on better working, you can find his work https://eatsleepworkrepeat.com/ 

Including his brand new book, Fortitude, which as he explains is all about resilience https://eatsleepworkrepeat.com/fortitude/

Bruce recently wrote about Gen Z and handling stress, following some commentary that younger audience are weaker at work than ever. Something he argues, isn't the case. We explore this blog, why firms need to go beyond office snacks and table tennis to attract and retain young talent and what resilience and purpose should foster for younger audiences at work. 

https://www.theguardian.com/commentisfree/2022/oct/12/gen-z-stress-resilience 

Bruce mentions: 

Insight into US teens in lockdown from Jean Twenge https://ifstudies.org/ifs-admin/resources/final-teenquarantine2020.pdf 

Men's Sheds in Australia

Rebecca mentions

Teen Vogue article from young people who have disabilities and/or chronic illnesses https://www.teenvogue.com/story/what-young-disabled-and-chronically-ill-people-want-you-to-know 

Season 3 is back and to kick us off we hear from Brett Booth, youth marketing strategist, on what brands and organisations can do to better position themselves to engage youth audiences within their marketing. 

Brett is a former partner of Nerds, a UK youth agency working for major brands that celebrates artists and youth voice. Having worked on a whole breadth of campaigns to help brands better connect and appear culturally relevant to youth audiences, he's now working as a consultant, strategist and mentor. 

He talks about the importance of good insight to inform campaigns that actually deliver for brands and young people. 

Brands Brett mentions 

Palace Skateboards https://www.palaceskateboards.com/ 

Jordan Brand https://www.nike.com/jordan 

Cortiez from Clint https://www.voguebusiness.com/fashion/corteiz-clint-and-the-future-of-streetwear 

Tax3 https://tax3.co.uk/ 

In our last episode on the theme of Technology and the Student Experience, we look at how our conversations with prospective students can begin at a very early stage and technology can enable how we can improve these very early impressions. 

We speak with Guy Andrews and Mark Higginson, experienced marketing and technology experts from Twenty Thousand Leagues and creators of Cues.ai. 

But importantly, we discuss why technology isn't an inevitable solution particularly when it comes to education, and why we need to remain focused on the experiences students get from education before jumping on the latest tech trend. 

This episode we speak with Josh Akapo, co-founder of creative agency Archtype, who facilitate impactful moments of culture for the likes of Lovebox Festival, Stormzy and DLT. Josh also delivers creative research and insights at Hype Collective, a student marketing agency and is part of a youth mentoring non-profit, Joined Up Thinking, helping curate projects particularly for young people of colour to stand out and reach their potential. 

About Josh https://joshakapo.com/ 

@archtypeUK  https://archtype.co.uk/ 

Josh shares his views on improving ethnic diversity in PR https://www.prmoment.com/blog/how-you-can-help-to-increase-ethnic-diversity-in-pr 

Josh's work with Hype Collective on attractive LGBTQ+ Talent 

https://hypecollective.co.uk/news/research/were-over-the-rainbows-how-employers-can-actually-support-lgbtq-students/ 

https://hypecollective.co.uk/news/research/pulse-check-recap-attracting-lgbtq-talent/ 

Josh's recommendations

Spotify https://newsroom.spotify.com/2021-06-02/celebrate-your-unique-listening-style-with-spotifys-only-you-in-app-experience/ 

Big Zuu on Dave https://dave.uktv.co.uk/shows/big-zuus-big-eats/ 

Who We Be Talks Podcast https://open.spotify.com/show/2YissX4xRk9cU2r10620ol 

The Receipts Podcast https://podcasts.apple.com/gb/podcast/the-receipts-podcast/id1177040764 

Three Shots of Tequila Podcast https://thisis3shots.com/ 

Over the Bridge Podcast https://soundcloud.com/overthebridgeuk 

All About Love by Bell Hooks

The Tyranny of Merit: What's Become of the Common Good by Michael Sandel

A Short History of African Philosophy by Barry Hallen

We’re talking all about “influence” in this episode with Jamie McCracken, Head of Agency at Protein in New York. Jamie’s experience of customer attitudes, behaviours and motivations has informed a whole host of insight reports and strategies, working with a whole host of brands from Nike, YEEZY and Red Bull to Google, Apple and Alexander Wang. 

@protein  https://www.proteinagency.com/ 

Protein’s ‘Dirty Words’ Research - Influence https://www.proteinagency.com/reports/dirty-words-influence 

Protein’s Youth Report https://www.proteinagency.com/reports/the-youth-report 

Jamie’s recommendations

Vfiles https://www.vfiles.org/ the foundation investing in the next generation of creators through grants, mentorship and soft skills training. 

Red Bull’s Music Academy https://www.redbullmusicacademy.com/ 

Protein Agency Supplement https://the-dots.com/pages/protein-71243 

Reply All podcast https://gimletmedia.com/shows/reply-all

Science of Secondary Magazine https://atelierhoko.com/category/science-of-the-secondary/

MacGuffin Magazine https://www.macguffinmagazine.com/ 

Trick Mirror, by Jia Tolentino https://www.penguinrandomhouse.com/books/567511/trick-mirror-by-jia-tolentino/ 

This episode we’re joined by Dr Josephine Perry, Chartered Psychologist, Founder of Performance in Mind, journalist and author. Having worked across a breadth of communications roles, from lobbying to being Communications Director at Nuffield Health, her own sporting experience took her into performance psychology, where she has worked with a breadth of athletes and written several books, including her latest book about teenage athletes. 

https://performanceinmind.co.uk/about/ 

@Josephineperry

Her Books: Performing Under Pressure, The Psychology of Exercise, I Can: The Teenage Athlete’s Guide to Mental Fitness

On the episode we mention: 

The Self Determination Theory 

https://selfdeterminationtheory.org/ 

Tsundoku - the Japanese term for buying too many books! https://en.wikipedia.org/wiki/Tsundoku#:~:text=Tsundoku%20(Japanese%3A%20%E7%A9%8D%E3%82%93%E8%AA%AD),%E2%80%931912)%20as%20Japanese%20slang. 

Dr Perry’s recommendations: 

Barbie campaigns https://barbie.mattel.com/en-us/about/you-can-be-anything.html 

We talk about teenagers and why music is so important to them https://www.huffpost.com/entry/why-teens-need-their-musi_b_9113178 

Her Spirit Podcast with BBC Presenter Louise Minchim and Triathlon Coach Annie Emmerson https://herspirit.buzzsprout.com/ 

Lockdown Parenting Hell Podcast with Josh Widdacombe and Rob Beckett https://podcasts.apple.com/gb/podcast/rob-beckett-and-josh-widdicombes-lockdown-parenting-hell/id1510251497  

Doing it for the Kids Podcast with Frankie Tortora and Steve Folland http://www.doingitforthekids.net/diftk-podcast/ 

Caroline Criado Perez, author of Invisible Women’s newsletter https://carolinecriadoperez.com/ 

Alexander Preece, All Things Sport newsletter https://allthingssport.libsyn.com/ 

Sharn Meades-Williams newsletter https://www.sianmeadeswilliams.com/freelance-writing-jobs