What We've Done

Routes2Roots: Heritage Lottery Fund

We commissioned Beatfreeks back in 2015 to be our partners on a multimedia campaign to support young people to explore their heritage and create exciting events in Birmingham, and to encourage them to develop ideas for new and stimulating heritage projects. Beatfreeks were a fantastic partner, providing innovative and creative ideas throughout the 18 month campaign, supporting and engaging young people to take the lead on activities and ideas, and generally being positive and exciting people to work with.

We were consistently impressed by both their professionalism and their passion for the campaign, and are very grateful for all we were able to achieve together.

Felix Gott, Comms Manager, HLF, Feb 2017

Heritage Lottery Fund (HLF) application levels for the Young Roots programme had a 67% success rate in Birmingham in the past 2 years and there was a drive from within the organisation regionally and nationally to improve application numbers and quality and a wider objective of improving brand awareness and association for 'heritage' and HLF as a funder of heritage projects.

We co-designed an 18 month multi-channel campaign to raise applications, improve quality and diversity, and increase networks between young people and heritage organisations in the region. After recruiting and training 10 young co-creators from our target demographics, we designed #Routes2Roots. The objective of the campaign, across experiential and digital platforms, was to inspire young people to question heritage, identity and culture alongside our application targets. We achieved 180% of the target for expression of interests within 5 months of launching. 

Hamlet Remastered: Royal Shakespeare Company

History was made. RSC casted Ghanaian Paapa Essiedu as Hamlet in a world first. They knew it was an exciting proposition to bring new audiences into their flagship theatre in Stratford-Upon-Avon. But they knew it would be needed to done differently, authentically and in a relevant way. We worked with RSC to understand the relevant social themes within the play that would resonate with young audiences today. Exploring the language, energy and emotion of the show, we worked with grime artist Truemendous to rework and reframe the monologues into stories which would be 'popped up' across Birmingham City Centre to inspire and excite potential new audiences. We wanted a campaign that could be experience-driven and expand its reach online. We drove a digital campaign across Facebook, Twitter and Instagram reworking Hamlet quotes into modern day equivalents in popular culture such as 'Words Words Words' into 'Work Work Work'. Sat alongside this, we ran a wrap around ticket offer for new bookers for a fiver, with a special Q&A and free transport to be able to meet with the Director and cast truly opening the doors to new young people 18 - 25 to feel welcome at the RSC.


"The Royal Shakespeare Company has worked closely with Beatfreeks for the last couple of years. We’ve always had a great collaborative partnership with them and they have always contributed creative and achievable ideas for our productions including Hamlet, Wendy & Peter Pan and Othello. We’re looking forward to working with them more on future collaborations and being inspired by the energy and positivity that they bring to each project."

Anna Michelson, Marketing Director, RSC