Sparking Interest is a strategic proposal and communications campaign with the goal of increasing visibility of the Motorsport Industry and Formula 1 to highlight potential carrer paths for Black youth in the UK.
Role: campaign research & strategist
The Work
During my Diploma of Professional Studies at UAL I participated in a 6 week long live project within which I had to create a campaign for motorsports. As I dove into both active and passive research, a key insight was how less that one percent of people in the industry are Black. (The Hamilton Commission, 2021)
This stems from a variety of factors such as lack of geographical access, discrimination in the education system and for youth, a lack of support from their main influencers (parents, teachers, siblings). As young Black people grow up their interest in the industry fades or the belief that they can succeed within it.
Role: campaign research & strategist
The Work
During my Diploma of Professional Studies at UAL I participated in a 6 week long live project within which I had to create a campaign for motorsports. As I dove into both active and passive research, a key insight was how less that one percent of people in the industry are Black. (The Hamilton Commission, 2021)
This stems from a variety of factors such as lack of geographical access, discrimination in the education system and for youth, a lack of support from their main influencers (parents, teachers, siblings). As young Black people grow up their interest in the industry fades or the belief that they can succeed within it.
So, I narrowed my focused to what environments do youth exist in. I found that two key places where youth spend the majority of their time are home and school. Thus acting within already existing environments rather than creating new ones is key to introducing the industry as it does not require extra logistics and planning in terms of transport and external spaces.
How might we make motorspors more accessible to Black Youth?
I found that between the ages of 11 and 17 there was a decrease in the belief that they could become engineers. Which meant that within this significant period of their lives Black youth either lacked encouragement or was actively discouraged to pursue a career path in STEM or motorsports.
My course of action was to target both Black youth in primary and secondary education and their main influencers such as their parents and teachers. Creating a proposal that directly involves their key influencers for primary education and that the visibility of careers possibilities in secondary education. Which I paired with a striking campaign questions “What do they want to be when they grow up?” / “What do you want to be when you grow up?” to create a conversation about the topic engaging both Black youth and their parents.
How might we make motorspors more accessible to Black Youth?
I found that between the ages of 11 and 17 there was a decrease in the belief that they could become engineers. Which meant that within this significant period of their lives Black youth either lacked encouragement or was actively discouraged to pursue a career path in STEM or motorsports.
My course of action was to target both Black youth in primary and secondary education and their main influencers such as their parents and teachers. Creating a proposal that directly involves their key influencers for primary education and that the visibility of careers possibilities in secondary education. Which I paired with a striking campaign questions “What do they want to be when they grow up?” / “What do you want to be when you grow up?” to create a conversation about the topic engaging both Black youth and their parents.
Research & Ideation
Visual Curation
The Proposal
