Spirit of Youth Campaign

Spirit of Youth Campaign The Spirit of Youth campaign is an exciting new initiative brought to you by the UK government including the British Council and Visit Britain The Spirit of Youth campaign will inspire the next generation of leaders in China and promote friendship, understanding and collaboration between the UK and China.

Campaign Rationale Studies show that improvements in trust and cultural connectivity between nations are linked to increases in trade and foreign direct investment. This campaign will support the prosperity of both the UK and China.

Campaign Strategy Culture and Creative Education Tourism Sport Health Timing: July - December 2017 Cross-HMG Partners: FCO, British Council, DIT, Visit Britain, Chevening, Newton Fund, RCUK Themes: six key themes matching UK cultural and commercial strengths are Culture and Creative Education Tourism Sport Health Science and Innovation Locations: The majority of activity will take place in key cities across China (Beijing, Shanghai, Guangzhou, Chongqing and Wuhan) as well as selected Tier 2 and 3 cities. Several events, as well as a media familiarisation trip, are planned to take place in the UK.

Target Audience: Emerging Leaders in China Age: 34-40 – those who are on the cusp of becoming or have become senior decision makers and influencers in government/businesses, or successful entrepreneurs with flourishing businesses. Age: 26-33 – those of high socio-economic status who have promising careers in government/business or are launching exciting new start-ups. Age: 18-25 – potential postgraduate students with middle class/wealthy families that are thinking about studying or travelling abroad.

Key Messages Tourism Education Culture and Creative The UK is a world class holiday destination, offering a range of cultural experiences from film to food to fashion. Education The UK is home to some of the world's leading and most widely respected educational institutions. The UK now has more Chinese students in Higher Education than any other nationality. Culture and Creative The UK is a cutting edge hub of creativity, with the UK's creative industries being one of our most successful exports. Science and Innovation The UK is at the cutting edge of science and research. Health The UK has world-renowned expertise in healthcare services. Sport The UK has world class sports teams, events and training and is the ideal partner for developing sporting talent and sporting facilities.

Image Ambassador: Jiang Shuying Jiang Shuying is a popular Chinese TV and Film actress with links to the UK. She attained a Master’s Degree from the University of East Anglia in Media Economics in 2011. Jiang won the Best Newcomer award at the 8th Asian Film Awards for her role in the 2013 film So Young. With her rising popularity amongst our target audience groups and her strong links to the UK, she is a credible voice for the campaign.

Visual Identity The visual identity of Spirit of Youth is striking and engaging to convey dynamism, creativity, and innovation.

Spirit of Youth Founding Partners British Airways British Airways' route network currently serves more than 200 destinations. The airline has been flying to mainland China for over 35 years and offers 10-per-week flights from Shanghai and daily flights from Beijing to London. Jaguar Land Rover Jaguar Land Rover is the UK’s largest car manufacturer. The Jaguar Land Rover China Children & Youth Dream Fund, jointly initiated by Jaguar Land Rover China and the China Soong Ching Ling Foundation is the first CSR fund in the Chinese auto industry exclusively dedicated to helping children and youth. IELTS The international English language testing system (IELTS) is the world’s most popular English language proficiency test for higher education, employment and global migration, with over 2.9 million tests taken in more than 140 countries worldwide last year. Ipsos With offices in 88 countries, Ipsos is a global leading marketing research group. Entering China in 2000, Ipsos now is one of the biggest research companies in China. Ipsos has offices in 6 cities including Shanghai, Beijing, Guangzhou, Shenzhen.

Spirit of Youth: Activity Highlight Currently, over 25 activities are taking place in no less than 12 cities, from young entrepreneurs forums to youth football and rugby training, from education festivals to interactive talks with British scientists, from theatre tours to film festivals. August International Youth Day Celebrations July British Music Campaign August Premier Skills Showcase September British Embassy Open Day September Poetry on the Metro October “Discover You” Education Festival … August Earth: One Amazing Day Premiere and Screening events August- December Chevening Talks: Future Leaders Study in the UK August- September Football Film Festival September Women of the World (WoW) Festival July – November Science on Tap Event Series November – December UK-China Young Entrepreneurs Forum

Spirit of Youth: How you can get involved? If you are interested in finding out more about the Spirit of Youth Campaign and how you can get involved, please contact: megan.copeland@fco.gov.uk