Part of the marketing maths brief we’ve been working to meet for Multiply North Yorkshire was to make maths less scary.
The government-backed programme is designed to support people aged 19 to 99, who don’t have a maths qualification, to improve their numeracy skills and improve their lives at home and at work.
The problem is, most of the population of North Yorkshire hate the very idea of maths. So, we came up with a plan to highlight that maths isn’t as scary as people think, and to spread the word about Multiply North Yorkshire – Let’s take maths to the streets!
A maths tour of North Yorkshire
So far we’ve visited York, Scarborough, Catterick Races and Whitby, where we filmed a Halloween video complete with a Beetlejuice presenter and an unscripted guest appearance by Dracula!
Working street-side with the public, and their dogs, is always fun, but we didn’t anticipate just how fun it would be!
Marketing maths is, as you’d imagine, really tough. Most people we approached were scared to tackle maths questions, but once we eased them with some questions they could relate to, we were overwhelmed with the response we received.
Pulling together the filming was relatively straightforward, as all we needed was a presenter, some questions and a camera. Our main challenge was keeping the seagulls at bay, in the tour’s seaside locations.
On each filming day, our target was to film at least 15 interviews, in addition to shooting an intro, outro and plenty of b-roll. This gave us loads of content to edit together, to create fast-paced and engaging, shorts/reels-style videos from each of the towns on our maths tour.
Each edited video was then checked by the whole team, and posted to social media, across Instagram, Facebook and LinkedIn, within 3-4 days of filming. We moved fast!
The videos have been viewed far and wide across North Yorkshire and within the adult numeracy sector. The feedback is that we have genuinely produced something that hasn’t been done in this space, and that we are cutting-through, in an area which is notoriously difficult to crack.
This is just one aspect of the work we’re doing for Multiply North Yorkshire, take a look at our case study to see the other aspects of this campaign.
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