Portrait of a Nation was a programme of creative work being run by the Liverpool Culture Company, member cities of the Cultural Cities Network (UCN) and the Heritage Lottery Fund (HLF). It was part of a high profile strand of the European Capital of Culture 2008 celebrations.
The campaign worked with young people across the UK to showcase their own heritage and identities through a series of events in 17 cities, feeding into a pinnacle showcase which was to close the Liverpool European Capital of Culture 2008 celebrations.
Equinox was tasked with achieving national coverage as well as implementing a high profile media campaign in Wales, and specifically the Cardiff media since the city was one of the 17 UK cities.
The media campaign was to focus on young people, provide a high profile platform for a heritage debate and position HLF as a key lottery distributor.
Equinox devised a four-stage campaign; for the Cardiff media the agency successfully negotiated a partnership with the South Wales Echo to champion young people through both news stories and features.
Additionally, Equinox also placed news stories, features and interviews with other regional and local media both print and broadcast.
For the national campaign Equinox focused on the culmination of the cities work coming together for the finale event in Liverpool. To promote the initiative we used survey results, case studies and comment pieces.
The agency also set up twitter, facebook, bebo and myspace pages to run alongside the PoN website to interact with the young people in their own environment and encourage mobilisation of content.
For the overall campaign a survey was created to find out what young people thought about their cities and being British.
Equinox secured the views of six young people spanning the breadth of the UK on what it means to be British which appeared in The Times2 supplement.
A total of 34 articles were secured in print media and online with ten broadcast features were achieved. Nationally two, hour-long debates were held on Radio 5 Live and BBC Radio One’s The Surgery Show.