1. Spirit of Youth Campaign

2. 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.

3. 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.

4. 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.

5. Target Audience: Emerging Leaders in China
Age: – 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: – those of high socio-economic status who have promising careers in government/business or are launching exciting new start-ups.
Age: – potential postgraduate students with middle class/wealthy families that are thinking about studying or travelling abroad.

6. 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.

7. 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 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.

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

9. 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.

10. 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

11. 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: