Punch were commissioned by Coca Cola to help develop a new, Europe-wide strategy to place them closer to young tastemakers through sports and the arts. Our response was Music 4 U, running in September 2001. We used our street-level knowledge of Birmingham to connect with 30 youth centres across the city. We involved young people in needs and opportunities analysis while consulting with the local authority and other stakeholders on delivery. As a result we were able to develop lasting partnerships with 10 strategic centres across the city, backed by powerful word-of-mouth marketing to Birmingham’s young people.

The Delivery

  • We programmed a 3 week DJ-ing course to 7 youth centres across September 2001  
  • We produced a final showcase day of singing, poetry, rapping and MCing
  • We offered each participant their own unique mixtape to take away
  • We programmed a day of DJ and MC workshops, with hands-on  training for young people
  • We gave youth centres the opportunity to exchange Coca-Cola ring pulls for equipment
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The Result

  • 30 Birmingham youth centres in attendance at the showcase
  • Over 300 young people engaged in music development
  • Partnership with 10 key local centres developed
  • 30 artists procured to support young learners
  • £3000 worth of equipment exchanged for ring pulls
  • Nationwide PR archived, including article in The Sun