London Youth Games ‘LYG50’ Storytelling Campaign

The challenge

London Youth Games is approaching its 50th anniversary in 2027 and set an ambitious goal to raise £5 million while increasing visibility and engagement. At a time when funding for youth sport is under pressure, the organisation needed a compelling way to communicate its impact.

What I did:

I independently led the ‘LYG50’ storytelling campaign, overseeing creative direction, content strategy and campaign execution to elevate brand visibility and support fundraising efforts.

I developed and delivered a full storytelling campaign strategy centred around powerful, real-life experiences of London Youth Games participants.

I conducted and curated interviews with a wide range of ambassadors and stakeholders including Christine Ohuruogu, Chloe Kelly, Javier Bello and Joaquin Bello.

I gathered and repurposed content from podcasts, video interviews and live events to create multi-channel storytelling assets.

I transformed interviews into compelling social content, campaign materials and case studies to highlight the long-term impact of LYG.

I led on creative development, collateral design and campaign rollout across digital platforms.

The results:

Increased social media impressions by 363%.
Grew social media following by 55%.
Significantly elevated brand visibility ahead of the 50th anniversary milestone and strengthened the case for investment and sponsorship.