Encouraging young people to engage in democracy

The Challenge

Many young people in Wales are unaware that the Senedd is open to the public, free to visit and offers opportunities to get involved in democracy. The Senedd wanted to change this by reaching young people where they are, with content that speaks in their language and encourages them to engage in democracy. So, they reached out to ProMo Cymru. 

Our Approach

The content creators, part of ProMo’s youth information and campaigning platform TheSprout, were invited by the Senedd to visit and talk all things democracy. The aim was to create content that inspired young people to get involved in the democratic process and visit the Senedd. Our content creators planned and produced three short-form videos for Instagram and TikTok about topics important to young people . 

These covered

• How sustainable is the Senedd?
• How accessible and inclusive is the Senedd?
• How can young people in Wales get involved with Democracy?
• Is this Wales’ biggest scarf? Care Day at the Senedd 

@feedthesprout

Who knew the Senedd was so sustainable! 💅🌳🌊 #sustainability #welshparliment #advocacy #senedd #democracy #welshyouthparliament #sustainablearchitecture #architecture #wales #cymru #cardiffbay

♬ original sound – TheSprout

To complement the videos, we produced bilingual blogs including a guide to exploring the Senedd, a feature on its sustainability and a piece about the Welsh Youth Parliament.

Impact

The short-form videos and bilingual blogs gave practical information and deeper insight, supporting the Senedd’s goal to make democracy more approachable and accessible for young people living in Wales.

The videos reached around 18,000 views across Instagram and TikTok and received positive engagement in the comments. One commenter shared that the Senedd is “definitely worth a visit”, whilst another commented, “hopefully things like this are incorporated more into new builds, this is really cool” about the sustainability and accessibility features of the building.

@feedthesprout

The Senedd is a space for everyone to use and enjoy, whether that’s watching a Plenary Session and witnessing democracy in action or stopping off at their cafe ☕️ The staff want to make your visit as comfortable and fun as possible, so make sure to let staff know if there’s anything they can do to help! #democracy #senedd #welshparliment #advocacy #mentalhealthadvocate

♬ original sound – TheSprout

Work with us 

Reach young people where they are. Work with us to create short-form video content that inspires, informs and resonates. 

Email andrew@promo.cymru to start the conversation.