Medium and message: YWCA

The YWCA posted a film on YouTube in order to reach a younger audience for its latest job equality campaign.

YWCA has posted a film on video sharing website YouTube to boost support for its More Than One Rung campaign, which the charity launched to raise awareness of the inequalities faced by young women in the jobs market.

"We decided to get the video on YouTube because it reaches a huge audience of young people and it doesn't cost us anything," explains a YWCA spokeswoman.

A film about the campaign was first shown at Rise, the annual anti-discrimination festival in north London, at which the charity had a stall. A new and improved version was later produced for the three main political party conferences.

It features young women talking to the camera, revealing what their real career ambitions were and how they were thwarted.

"The film was made for political audiences," says the spokeswoman. "We had to speak to them in a way that would register, so the format is simple and doesn't rely on gimmicks.

"We want to produce another version that is more creative and engaging, and which appeals more to younger audiences. It's the first time we have done something like this. We just wanted to try it, then evaluate it to see how it could be improved."

The latest version of the film will be shown at three regional events the charity is holding later in the year. "We hope the new film will create a network of web users and lead to the establishment of a discussion forum," the spokeswoman adds.

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