Case Study: Urdd Gobaith Cymru reaches a global audience with Working Word

Urdd Gobaith Cymru’s 1-minute peace message reaches a worldwide audience with Working Word

Working Word partnered with Urdd Gobaith Cymru to continue its 98-year-old tradition of broadcasting an annual peace and goodwill message from the youth of Wales. The challenge was to adapt this initiative during the COVID-19 crisis, pivoting from the original plan to create a compelling film and campaign that could be produced under lockdown restrictions. The objectives were to engage a diverse group of young people and raise the Urdd's profile with both existing and new audiences.

The solution from Working Word involved producing a one-minute film remotely, directing over twenty young members to self-tape parts. The resulting powerful message asked world leaders to "Stop the Clock and Start Again." The campaign achieved significant measurable impact, including millions of views worldwide, a massive social media reach, and coverage from influencers like Catherine Zeta-Jones. It also garnered press coverage in Wales and internationally with Celtic news outlets.

Urdd Gobaith Cymru