Stagecoach Performing Arts, the UK’s largest network of part-time performing arts schools for children, has appointed Frank to help promote a clear understanding of the brand’s refreshed positioning.
Stagecoach aims to help children, “harness their creative courage to better shape their skills for life”. Frank plans to merge this into the topical news agenda to create ‘talkability’ around the benefits of a Stagecoach experience.
Activity has already started, with Frank devising the idea of a ‘Junior Cabinet’ last week to tackle the big issues that are facing society.
The Junior Cabinet saw eight children, between the ages of eight and 11, debate some of the big (non partisan) issues and come up with a ‘next generation manifesto’ discussing topics including Government spending, homelessness, the environment and the sugar tax.
The debate revealed some passionate opinions including making University more affordable, including community service in the school curriculum, clearer ‘sugar cube equivalent’ labelling on sweets and soft drinks, the creation of ‘eco warrior’ police and the introduction of graffiti walls to help artists express themselves.
The children were also asked what they would do if they were Prime Minister, how they would spend the nation’s money, as well as whom they would choose to become Prime Minister – with answers varying from the return of David Cameron to an ‘Ant and Dec’ coalition, and ‘my best friend Emily’.
The event was pulled together by Stagecoach Performing Arts and Frank, and was facilitated by TV Presenter and mother of two Angellica Bell.
Jo Scalpello, head of marketing and comms at Stagecoach, said: “Frank’s thinking takes us into bold new territory, but at the same time fits really well into our new marketing and cinema ad campaign. We like it’s share-ability and talkability, and the way more of our target audience will get to understand how we help children develop through exposure to a performing arts experience.”
Richard Medley, director at Frank, added: “We love working with brands that look at things differently in life to make a difference, and the Stagecoach story and benefits go much deeper than people might realise, which is why we are excited to help their take on things, turn heads and grow enrolments.”