Ndidi is one of the most inspirational teachers you’re likely to meet. Brought up in South London, she literally fell into teaching after university and has changed the lives of hundreds of young people as she has risen through the ranks.
Now tackling educational disadvantage through charity Teach First, she believes passionately that as we grow and develop our careers we all have an obligation to turn around and see who we can bring along with us. If you are lucky enough to have been believed in as a child it’s your duty to pass this on.
Powerful stuff, it’s not often I’ve worked with someone who has really challenged my own perception of what I do, how I came to do it and the sense of responsibility I have to encourage others to not only follow their dreams, but actually allow themselves to dream in the first place.
The film was commissioned as part of Teach First’s Telling the Story campaign and launched as part of the their 10 year anniversary. It was accompanied by a series of info graphics, distributed through social media and designed to challenge perceptions of the state of education in the UK today.Director: Greg Villalobos / Production: Bold Creative / Client: Teach First
Ricky has robbed hundreds of people in London. After a spell in prison he graduated to dealing crack cocaine. By 17 he was in the devastating cycle that seems to have an inevitable conclusion, death or incarceration.
At 22 his girlfriend became pregnant. The cycle broke. Determined to see his kid grow up, he chose to enter mainstream society, the hard way. No job, no experience, not even a bank account, he found himself at the back of the dole queue. He was a ‘NEET’ in every sense of the word. Then he met Mo who works for ‘Tomorrow’s People’, a charity dedicated to getting young people back into work. He saw the potential in Ricky and nurtured the seed of self belief that has grown into the confidence Ricky needed to stick with it and get his life back on track.
I met Ricky through ‘Private Equity Foundation’, one of the organisations that funds Tomorrow’s People. They tasked me with turning Ricky’s story into a campaign that would help raise substantial amounts of cash from London’s banking community – right in the middle of a double dip recession.
The film launched during Private Equity’s fundraising dinner where guests left with £1,046,070 less change in their pockets. Well done Ricky.Director: Greg Villalobos / Production: Bold Creative / Client: Private Equity Foundation
Ezekiel is 15 and goes to school in one of the most deprived communities in London. Despite the odds, he’s one of the reasons why the school was rated the most improved in the capital, turning the tables on what statistically is expected. This is due in no small part to the intervention of Teach First, the charity dedicated to tackling educational disadvantage in the UK.
I directed a campaign that helped the charity put a focus on the situation from young people’s perspectives, delivering communications consultancy and creating short films that helped establish what educational disadvantage looks like in the classroom. The project hit over 125k impressions in the first week of launch.
Director: Greg Villalobos / Production: Bold Creative / Client: Teach First