27 episodes

A youth marketing and communications podcast bringing insight, ideas and advice for anyone wanting to improve their work engaging a youth audience.

The Hear It Podcast Rebecca Roberts, Thread & Fable

    • Business
    • 4.9 • 11 Ratings

A youth marketing and communications podcast bringing insight, ideas and advice for anyone wanting to improve their work engaging a youth audience.

    Josh Akapo from Archtype on Youth Voice and Culture

    Josh Akapo from Archtype on Youth Voice and Culture

    This episode we speak with Josh Akapo, co-founder of creative agency Archtype, who facilitate impactful moments of culture for the likes of Lovebox Festival, Stormzy and DLT. Josh also delivers creative research and insights at Hype Collective, a student marketing agency and is part of a youth mentoring non-profit, Joined Up Thinking, helping curate projects particularly for young people of colour to stand out and reach their potential. 

    About Josh https://joshakapo.com/ 

    @archtypeUK  https://archtype.co.uk/ 

    Josh shares his views on improving ethnic diversity in PR https://www.prmoment.com/blog/how-you-can-help-to-increase-ethnic-diversity-in-pr 

    Josh's work with Hype Collective on attractive LGBTQ+ Talent 




    Josh's recommendations

    Spotify https://newsroom.spotify.com/2021-06-02/celebrate-your-unique-listening-style-with-spotifys-only-you-in-app-experience/ 

    Big Zuu on Dave https://dave.uktv.co.uk/shows/big-zuus-big-eats/ 

    Who We Be Talks Podcast https://open.spotify.com/show/2YissX4xRk9cU2r10620ol 

    The Receipts Podcast https://podcasts.apple.com/gb/podcast/the-receipts-podcast/id1177040764 

    Three Shots of Tequila Podcast https://thisis3shots.com/ 

    Over the Bridge Podcast https://soundcloud.com/overthebridgeuk 

    All About Love by Bell Hooks

    The Tyranny of Merit: What's Become of the Common Good by Michael Sandel

    A Short History of African Philosophy by Barry Hallen


    • 23 min
    Jamie McCracken from Protein New York on "Influence"

    Jamie McCracken from Protein New York on "Influence"

    We’re talking all about “influence” in this episode with Jamie McCracken, Head of Agency at Protein in New York. Jamie’s experience of customer attitudes, behaviours and motivations has informed a whole host of insight reports and strategies, working with a whole host of brands from Nike, YEEZY and Red Bull to Google, Apple and Alexander Wang. 


    @protein  https://www.proteinagency.com/ 

    Protein’s ‘Dirty Words’ Research - Influence https://www.proteinagency.com/reports/dirty-words-influence 

    Protein’s Youth Report https://www.proteinagency.com/reports/the-youth-report 


    Jamie’s recommendations

    Vfiles https://www.vfiles.org/ the foundation investing in the next generation of creators through grants, mentorship and soft skills training. 


    Red Bull’s Music Academy https://www.redbullmusicacademy.com/ 


    Protein Agency Supplement https://the-dots.com/pages/protein-71243 


    Reply All podcast https://gimletmedia.com/shows/reply-all

    Economist Radio @EconomistRadio https://www.economist.com/podcasts 


    Science of Secondary Magazine https://atelierhoko.com/category/science-of-the-secondary/


    MacGuffin Magazine https://www.macguffinmagazine.com/ 


    Trick Mirror, by Jia Tolentino https://www.penguinrandomhouse.com/books/567511/trick-mirror-by-jia-tolentino/ 

    • 19 min
    Dr. Josephine Perry on Teens, Psychology & Sport

    Dr. Josephine Perry on Teens, Psychology & Sport

    This episode we’re joined by Dr Josephine Perry, Chartered Psychologist, Founder of Performance in Mind, journalist and author. Having worked across a breadth of communications roles, from lobbying to being Communications Director at Nuffield Health, her own sporting experience took her into performance psychology, where she has worked with a breadth of athletes and written several books, including her latest book about teenage athletes. 



    Her Books: Performing Under Pressure, The Psychology of Exercise, I Can: The Teenage Athlete’s Guide to Mental Fitness

    On the episode we mention: 

    The Self Determination Theory 


    Tsundoku - the Japanese term for buying too many books! https://en.wikipedia.org/wiki/Tsundoku#:~:text=Tsundoku%20(Japanese%3A%20%E7%A9%8D%E3%82%93%E8%AA%AD),%E2%80%931912)%20as%20Japanese%20slang. 

    Dr Perry’s recommendations: 

    Barbie campaigns https://barbie.mattel.com/en-us/about/you-can-be-anything.html 

    We talk about teenagers and why music is so important to them https://www.huffpost.com/entry/why-teens-need-their-musi_b_9113178 

    Her Spirit Podcast with BBC Presenter Louise Minchim and Triathlon Coach Annie Emmerson https://herspirit.buzzsprout.com/ 

    Lockdown Parenting Hell Podcast with Josh Widdacombe and Rob Beckett https://podcasts.apple.com/gb/podcast/rob-beckett-and-josh-widdicombes-lockdown-parenting-hell/id1510251497  

    Doing it for the Kids Podcast with Frankie Tortora and Steve Folland http://www.doingitforthekids.net/diftk-podcast/ 

    Caroline Criado Perez, author of Invisible Women’s newsletter https://carolinecriadoperez.com/ 

    Alexander Preece, All Things Sport newsletter https://allthingssport.libsyn.com/ 

    Sharn Meades-Williams newsletter https://www.sianmeadeswilliams.com/freelance-writing-jobs

    • 25 min
    Tanya Martin from Women in Sport on Teens vs Sport

    Tanya Martin from Women in Sport on Teens vs Sport

    This week we’re talking about the latest research into teen girls and sport with Tanya Martin, Insight Manager at Women in Sport, a national charity that works to give every woman and girl the opportunity to experience the transformational rewards of sport.


    Tanya Martin


    Women in Sport: The Impact of COVID-19 on Girls Lives and Physical Activity, 2021 https://www.womeninsport.org/research-and-advice/our-publications/the-impact-of-the-covid-19-pandemic-on-teenage-girls-lives-and-physical-activity/                                                       

    Women in Sport Reframing Sport for Teenage Girls 2019 https://www.womeninsport.org/research-and-advice/our-publications/reframing-sport-for-teenage-girls-building-strong-foundations-for-their-futures/ 


    Tanya’s Recommendations

    Tik Tok https://www.tiktok.com/en                                                         

    Vans Off The Wall https://www.vans.co.uk/off-the-wall.html                       

    Women In Sport Podcast https://podcasts.apple.com/gb/podcast/the-women-in-sport-podcast/id1477178369                                             

    Girls Talk https://gurlstalk.libsyn.com/                                                       

    The Psychology of Exercise by Josephine Perry

    • 18 min
    Nafisa Shafiq from the University of Leeds on Allyship in Student Communications

    Nafisa Shafiq from the University of Leeds on Allyship in Student Communications

    This week we’re joined by Nafisa Shafiq, Student Communications Manager at the University of Leeds. Nafisa’s experience across a breadth of sectors had always been driven by the desire for more inclusive communications, not just within her role in higher education, but in the wider sector and indeed her own career and this episode we talk about how student communications have faired over the past year and how she approaches tone of voice, communicating key messages and how to instill allyship as part of student communications. 


    You can find Nafisa on Twitter here @NafisaShafiq and her blog https://nafisashafiq.com/ 

    Nafisa’s blog on allyship on Comms2Point0 https://comms2point0.co.uk/comms2point0/2021/3/15/everyone-has-the-ability-to-be-an-ally 


    Nafisa’s Recommendations 

    Brands that really lived up to their discussion of Black Lives Matter, particularly to youth audiences that Nafisa references:  

    Ben & Jerry’s https://www.benjerry.com/about-us/media-center/dismantle-white-supremacy 

    Manchester United https://www.manutd.com/en/news/detail/mu-foundation-take-a-stand-with-support-for-kick-it-out-initiative# 

    Nike’s Just Don’t Do It anti-racism campaign https://news.nike.com/news/nike-for-once-don-t-do-it-film 


    • 17 min
    Emma Leech from Nottingham Trent University on What's Next for Higher Education

    Emma Leech from Nottingham Trent University on What's Next for Higher Education

    This week we’re joined by Emma Leech, Director of Marketing and Communications at Nottingham Trent University. Emma’s career spans a breadth of Higher Education Institutions, with her teams winning a multitude of awards for their work in engaging young people. A founding chartered PR Practitioner, Chartered Marketer and Chartered Manager, she has also held industry positions including CIPR President in 2019. We talk about how campaigns in higher education have to work harder to engage young people, why demonstrating the value of education is vital and what the challenges of the past year mean for marketing and communications over the coming months. 


    Emma on Twitter @EmmaJ70



    Emma’s Recommendations 

    Brené Brown Dare to Lead book, her podcast of the same name is here https://brenebrown.com/dtl-podcast/ 

    David Olusoga, Black and British, a Forgotten History book, and his show for BBC can be found here https://www.bbc.co.uk/programmes/b082x0h6 

    Calm Edged Rebels Podcast 


    Disrupting the Degree podcast with Stephen Cleary  https://podcasts.apple.com/gb/podcast/disrupting-the-degree/id1529940932  

    Insight Timer app https://insighttimer.com/ 



    • 15 min

Customer Reviews

4.9 out of 5
11 Ratings

11 Ratings

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Great guests and insight

Superb breadth of guests and a host who knows her stuff and uses that to get the best out of them

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