Phase I
Direction
- Goal Framework
- Audience Clarity Framework
06Public Affairs · 2025
Youth Advisory Committee
EU Delegation to the UK
Inaugural EU Delegation Youth Advisory Committee, with the four UK nations represented and five issue areas at the table from day one.
The EU Ambassador to the UK now has a structured advisory channel into UK youth. The Youth Advisory Committee gives the Delegation a recurring forum where young people from across the four nations and the issue areas that affect their lives can directly shape EU-UK policy thinking. We built the brand and ran the operational ground work to land the inaugural meeting at Europe House on 16 June 2025.
The challenge
What the client arrived with.
Most youth advisory structures fail at one of two points: they are either ceremonial (the young people get coffee, the policymakers do not change anything), or they are tokenistic (one youth voice expected to represent everyone). The Delegation needed a Committee that would be neither, and a launch moment that would prove it.
The goal · One locked behavioural outcome
“Stand up the EU Delegation's first Youth Advisory Committee with the structural legitimacy and the visible institutional access to be taken seriously as an advisory body, not as decoration.”
Every framework applied below served this single sentence. Direction, Meaning, Expression and Activation all gated on whether they advanced it.
The intelligence
What we learned about the terrain.
Advisory committees live or die on three things: the composition, the access, and the message they put out about themselves. Composition had to be small enough to function but plural enough to represent. Geographic spread across Northern Ireland, Scotland, Wales and London paired with issue spread across climate, education, trade unions, youth justice and migrant rights. Access had to be substantive at the inaugural meeting itself, not promised for later. The message had to be authored by the members, not imposed: the line that crystallised on the day, speak with us not for us, became the Committee's own framing position.
The strategy
The architecture we built.
Direction locked on building the Committee as a structurally credible body, not a launch event. Meaning framed the Committee through the members' own line, speak with us not for us, with the brand built to carry that register. Activation programmed the inaugural day to put members in front of every section of the Delegation that mattered: Political Section, Economic and Trade Affairs Section, Citizens / Social / Justice and Home Affairs Section, the European Parliament Liaison Office, and the Press and Public Diplomacy team, ending with a closing session with the Ambassador himself.
Methodology applied
The Campaign Delivery System, phase by phase.
Each phase below shows which frameworks ran on this engagement. Live phases carry the case’s colour; dormant phases sit muted.
Phase II
Meaning
- Narrative Framework
Phase III
Expression
- Visual Direction Framework
Phase IV
Activation
- Timeline and Sequencing Framework
The work
What shipped.
A brand and visual identity for the Committee. Inaugural meeting agenda and programming including briefings with each Delegation section, a communications workshop with the Press and Public Diplomacy team, and the closing session with Ambassador Serrano. Operational support across member recruitment and onboarding for the inaugural cohort.
Outcomes
What happened afterwards.
The Committee's first meeting delivered at Europe House on 16 June 2025, with members from Northern Ireland, Scotland, Wales and London covering climate, education, trade unions, youth justice and migrant rights. Direct access established to Deputy Ambassador Isabell Poppelbaum, Ambassador Pedro Serrano, and senior staff across the Delegation's working sections. Members began shaping the EU-UK Youth Dialogue 2025 agenda on day one. The Committee continues to meet, advise and contribute to the work of the Delegation in the months and years ahead.
5Issue areas represented
4UK nations and regions covered
1stOf its kind for the Delegation
Frameworks applied
The InStone toolkit used on this engagement.
Each framework is a piece of the Campaign Delivery System. See the Strategy page for what each one does.
- Goal Framework
- Audience Clarity Framework
- Narrative Framework
- Visual Direction Framework
- Timeline and Sequencing Framework
Deliverables
What the client received.
- 01Committee brand and visual identity
- 02Inaugural meeting agenda and programming
- 03Section-by-section briefing structure
- 04Member recruitment and onboarding support
- 05Communications workshop with Press and Public Diplomacy
Related work
Campaigns shaped by similar discipline.
Event Strategy·2024-2025
EU-UK Youth Dialogue
Two consecutive editions, scaled from a London-based digital experiment to a national gathering at Newcastle with eight EU and UK officials in the room.
EU Delegation to the UKRead case
Campaign Strategy·2023
European Affairs Society Network
From 18 universities at launch to 33 student societies across 31 UK universities, with one addressable network the EU Delegation can convene at will.
EU Delegation to the UKRead case
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