B&D and Youth-Charity TLG Launch Careers-Focused YouTube Channel, The Tipping Point

Brand & Deliver is working alongside youth charity The Liminality Group to develop, launch and create content for The Tipping Point, a YouTube channel focused on highlighting inspirational careers in the creative industries to motivate children to stay in school and succeed.

The Tipping Point focuses on the careers of the people that support the careers of the celebrity’s that young people idolise. It hosts interviews with popular artists including Alesha Dixon, Akala and Anne-Marie as well as the key people in their teams who are crucial in making them a success. Alongside the celebrities are interviews with people running leading creative agencies and other industries young people often aren’t fully aware of.

The aim of the project is echoed in its tag line: “Real people. Real Jobs. And the skills needed to get them.”

Andrez Harriot, CEO of The Liminality Group said: “I don’t tell young people they can go and be the next football player or rapper. We can’t keep pushing the same stereotypes. That rapper has lawyers, accountants and PAs to support them – sometimes they’re paid even more than the ‘star’ – but the schools don’t tell them, because the schools don’t know either. Their careers guidance budgets were dropped so there’s simply no experience shared. So how can young people be inspired to work hard if they don’t know the end result?”

The announcement comes as news hits from The Times which accuses state schools of “‘gaming the system’ by excluding thousands of badly performing students in the months before their GCSE exams.” The story hints at a much wider problem of our education system simply failing to support children who don’t excel at school, either through lack of direction, inspiration or ability.

Brand & Deliver has been involved with The Liminality Group for a number of years. B&D’s CEO Ben Gallop is a trustee of the charity and the agency hosts intensive work experience every year for some of the children The Liminality Group works with.

Ben Gallop, CEO of B&D, said: “We’re proud of the work experience we offer. The children get involved in real work and personal projects which are like trial runs of what we would expect them to do in the role. However, we knew we needed to reach a much wide audience than we could with work placements. I’m extremely excited about the potential of The Tipping Point and I hope it succeeds in inspiring the kids we don’t want to lose, kids who can be the next generation of creatives from far more diverse backgrounds.”

Harriot added: “It’s fantastic to see so many celebrities and creatives immediately understand what we’re trying to do with The Tipping Point. We’re able to share incredibly valuable advice from some leading industry names. I can’t wait to see what we can achieve with the platform. But right now, we need more contributors from all creative fields to widen our platform and offer evermore options and education for our young people”

The project is a joint effort between full-service marketing & creative agency Brand & Deliver and youth charity The Liminality Group.