By 2030, Gen Z will make up 30% of the UK population. So, creating effective campaigns to engage them well will continue to grow in importance for comms teams.

by Candice Chambers

Who is Gen Z?

Gen Z, born between 1997 and 2012, makes up approximately 10% of the UK population (Mintel, 2024) and accounts for 25.2% of the population in Barnet. Despite being known as digital natives with a strong connection to online platforms, this group engages the least with our digital content compared with older demographics.

Our Campaign

In the summer, to align with the Euros (as we know that violence against women can spike during sporting events), we launched a campaign targeting 16–25-year-olds as part of our efforts to combat violence against women and girls (VAWG). This age group is most affected by VAWG, and our campaign aims were to educate young women about the signs of abuse, how to seek help, and how to report abuse experienced or witnessed.

We delivered the message by creating a digital quiz and distributing printed materials in high-traffic areas frequented by young women, such as gyms, nail salons and hairdressers.

Barnet VAWG partners with Barry M Cosmetics at Middlesex University

One of our standout moments so far has been taking the campaign to Middlesex University’s freshers’ fair, where we partnered with national cosmetics retailer Barry M, whose head office is based in our borough. Their sponsorship brought added appeal to our activation, as we benefited from their strong brand recognition with this demographic. They offered discounts and generous prizes which we were able to use as another anchor to engage. The fair attracted hundreds of students (our stall was by far the most popular!), and our engagement was a huge success. Over 400 students completed our quiz, and 60 young women signed up for focus groups to help shape Barnet’s VAWG Action Plan for 2025. As a direct impact of our interaction with the students, one young woman also disclosed for the first time that she had been a victim of a violent crime and our VAWG team were on hand to give her follow-up support.

Five key lessons from the campaign

1. Engagement is key

Incorporating engagement into our marketing mix enhanced our interactions, which led to richer insights and the inclusivity we don’t always achieve with digital strategies. We could understand on a deeper level the problems of young women surrounding domestic abuse. While we incorporated engagement into the development of the campaign through focus groups and testing, it strengthened the role it plays as a tactic in improving outcomes.

2. Gamifying the message

Making the digital quiz the centrepiece of our campaign was an effective strategy. Gamification made learning about the ‘heavy’ subject of domestic abuse more engaging, while getting across our educational messages, and it was easy to track participation, allowing us to measure the campaign’s

success.

3. The power of low-cost communications

You don’t need a large budget to make an impact. By thinking creatively, we could deliver a successful campaign for just £1k and with the added benefit of a partnership which helped us reach our targeted audience.

4. Appeal and visual aesthetics matter.

Visual appeal played a key role in attracting attention beyond handing out leaflets, chocolate and lollipops. The careful design of our stand reflected the campaign’s aesthetics (which had been earlier tested in focus groups with our Gen Z audience), using colours like pink and purple to evoke emotions and resonate with our target audience.

5. Partnerships amplify reach

Partnering with organisations that engage with Gen Z can significantly extend your campaign’s reach. Middlesex University provided access to a large segment of our target audience, while Barry M’s involvement added extra appeal and value.

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Candice Chambers is senior campaigns manager – place - at the London Borough of Barnet