Check the vibe
Check the Vibe is a youth violence prevention and emotional wellbeing campaign created in partnership with the Violence Reduction Network (VRN) in Leicester, Leicestershire, and Rutland. Through evidence-based design and co-created content, the campaign helps young people understand emotions, communicate better, and make positive choices about relationships and behaviour.
Date
Jan 2025 - May 2025
Client
Police & Crime Commissioner Leicester, Leicestershire and Rutland
Scope of work
- Behavioural Insights
- Brand development & visual identity
- Creative messaging and copywriting
- UX and website development
Insight and co-design with young people
We were commissioned by the Violence Reduction Network to design a youth sexual violence prevention campaign that promoted healthy relationships. Focusing on youth sexual violence prevention requires sensitivity and impact, so we grounded our approach in evidence and lived experience. We ran behavioural research, focus groups with professionals, and co-creation workshops with young people themselves to enhance the efforts in preventing sexual violence.
This deep insight was the launchpad for the entire campaign. We successfully developed the full campaign strategy, identity, and tone of voice, alongside a bespoke campaign website that serves as a key touchpoint for advice and resources. This strategic approach shaped every part of Check the Vibe, ensuring the campaign spoke to young people, not at them. Engaging young people actively is crucial in preventing sexual violence among youth, and this campaign aimed precisely at that.
Developing content that resonates
Our insight informed a practical framework designed to help support youth sexual violence prevention by helping young people recognise emotions. Giving them the tools they need to manage conflict, and strengthen healthy relationships.
The campaign is built around six evidence-based pillars:
- Recognise and label emotions – develop emotional awareness.
- Communicate clearly – bridge communication gaps.
- Practice empathy – consider others’ perspectives.
- Reframe negative thoughts – use CBT principles to challenge unhelpful thinking.
- Set realistic relationship expectations – counter unrealistic online ideals.
- Develop coping mechanisms – build tools to manage difficult feelings.
This framework allowed us to focus on helping young people build emotional resilience. By pinpointing common negative behaviours, we created content that offered clear, positive alternatives. Using real-world narratives, and calling out everyday relationship scenarios and stereotypes, the campaign created engaging, digital-first messages.
A creative approach designed to engage
Check the Vibe encourages reflection and self-awareness in ways that feel natural and empowering. Rather than lecturing, it speaks the language of young people, using short-form video, bold visuals, and familiar social media formats. By mirroring how they communicate online, the campaign makes positive choices feel authentic and relevant, not forced – supporting digital wellbeing while promoting emotional resilience.
Launching the campaign
The campaign launched in May with support from Violence Reduction Network stakeholders, community organisations, and educators. A full suite of digital assets, partner toolkits, and educational resources was rolled out to ensure consistent messaging. As the campaign continues through summer, young people will encounter Check the Vibe across social media, community spaces, and schools – turning learning into everyday conversations.
Why it works
Check the Vibe succeeds because it meets young people where they are, both online and offline.
- It combines empathy with evidence to support youth sexual violence prevention, offering practical advice that feels authentic, fun, and shareable.
- Eye-catching animations, relatable copy, and interactive content make it easy for young people to share messages with peers, amplifying impact across networks.
- It’s a model that shows how evidence-based creativity can change behaviour, and how collaboration with young people can shape safer, healthier futures.
Client testimonial
“What stood out most was how deeply the campaign was grounded in research and evidence, which was a top priority for us. Magpie not only built the campaign on that foundation but also communicated the insights clearly and consistently, keeping me and our partners involved and informed at every stage. Their collaborative approach made the process seamless and inclusive…The final campaign product is both beautifully designed and deeply impactful. We’ve already received incredible feedback from partners and young people alike, who are excited about a piece of work that boldly addresses a topic that has long lacked visibility: emotional regulation and managing rejection. These are issues that deeply affect this generation, and Magpie Creative has helped us open up a much-needed conversation.”
Creating lasting change
Check the Vibe reflects Magpie’s wider mission: creating life-changing campaigns for social good. Through behavioural insight, creativity, and collaboration, we help partners across the UK design communications that support wellbeing, inclusion, and lasting change. If you’re looking for a partner to co-create evidence-based campaigns that change behaviour and build stronger communities, get in touch with our team.
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