Selected work · Event Strategy
EU-UK Youth Dialogue.
Two consecutive editions, scaled from a London-based digital experiment to a national gathering at Newcastle with eight EU and UK officials in the room.
- Client
- EU Delegation to the UK
- Discipline
- Event Strategy
- Services
- Strategic Direction, Creative Development
The EU-UK Youth Dialogue is the annual moment when young people from across the UK get in the room with the EU policymakers who actually listen. We delivered the 2024 edition as a digital-first event that turned 80% of attendees into publishers of the conversation. The Delegation came back, and we delivered the larger 2025 edition at Newcastle University, with the EU Ambassador, the British Youth Council, the National Union of Students, the TUC, and the EU Youth Delegate to the United Nations all on the floor with student attendees from every corner of the UK.
The brief
What the client arrived with.
We had the right people in the room, the right speakers on the stage, and almost no digital tail. Previous editions of the Dialogue had been strong in the room and quiet outside it. We needed an event where the participants did the amplification work, not the Delegation's small comms team after the fact. And we needed a model that could scale: 2024 in London proved the format; 2025 at Newcastle had to prove it travelled.
The intelligence
What we learned about the terrain.
Annual youth dialogues had historically been one-off events with poor digital tail. Engagement died with the room. The audience in this case had a unique property: they wanted to be seen at this event. The unlock was not asking participants to publish, it was making it trivially easy. A central hub of photos and templates, a unified hashtag, and a visual identity participants could carry on their own posts without designing anything themselves. The 2025 lesson added a second insight: when the in-room presence scales to named senior officials, the digital amplification scales with it.
The goal · one locked behavioural outcome
Convert attendees from participants into publishers, so the conversation in the room is amplified across hundreds of personal channels while the event is still happening, and build a model the Delegation can run year on year as the audience grows.
Everything that follows served this single sentence.
The strategy
The architecture we built.
Direction locked on three publics: the young attendees in the room, the EU officials those attendees were speaking to, and the broader online audience of peers who could be reached through the attendees themselves. Meaning framed the Dialogue as connection in action, young people speaking to power rather than at it. Expression built one event identity that participants could carry on every personal post without designing anything. Activation paired that identity with a centralised content hub holding photos, templates, and the unifying hashtag, ready to publish during and immediately after the event. The same architecture carried both editions; the 2025 scale-up extended it to a multi-day national format hosted outside London.
The work
What shipped.
Event identity and visual system delivered across both editions. Social media templates calibrated for Instagram and Twitter, central online content hubs stocked with event photos, ready-to-publish templates and the unifying hashtag for each edition. For the 2025 Newcastle edition, speaker and panel programming alongside the in-room operational coordination that brought the EU Ambassador Pedro Serrano, the EU Youth Delegate to the UN Lars Westra, the European Parliament Liaison Office, the UK Domestic Advisory Group, the British Youth Council, the NUS and the TUC into the same agenda.
What moved
What happened afterwards.
- 80%+
- Participants posting in 2024
- 8
- Officials in the room at Newcastle 2025
- 2
- Consecutive annual editions delivered
In 2024, over 80% of participants actively posted during the event, multiplying the Delegation's reach across hundreds of personal channels. The Delegation re-engaged us for the 2025 edition at Newcastle University, where the model held and scaled. Eight named EU and UK officials joined the conversation on the floor with student attendees from every corner of the UK. Erasmus+ rejoining sat as the primary topic, with the British Youth Council on record that regaining access remained the priority. The third annual edition established the Dialogue as a sustained institutional moment rather than a one-off event.
- 1Event identity and visual system across two editions
- 2Instagram and Twitter post templates
- 3Centralised online content hub per edition
- 4Event photo libraries formatted for participant publishing
- 5Campaign hashtag systems
- 62025 speaker and panel programming
- 7In-room operational coordination at Newcastle 2025
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