Inspiring The Next Generation with BT AND Rio Ferdinand


Bad Madam was commissioned by BT and the Rio Ferdinand Foundation to make a film about their partnership to get schoolchildren Work Ready. 

The story, if told from the mouths of BT spokespeople, even Rio himself, wouldn’t capture the real heart of the story – the transformative effect this programme had on changing young people’s futures. So we aimed to tell their story instead. We organised a conference where representatives from BT and Rio’s foundation would come together with kids who’d been through the programme to hear about the impact it was having. At the same time, we organised for a group of younger schoolchildren to be on a day trip in an adjoining room, doing a workshop about being Work Ready…then surprised them live on camera as footballing legend Rio Ferdinand walked in and discussed their futures with them.

The film drove mass awareness of the programme and partnership, being viewed nearly 200,000 times within the first 48 hours. The Bad Madam-seeded film actually delivered more views than Rio’s own promotion, being tightly targeted at 16-24yr olds in the UK looking for work. BT saw a spike in applications in the three months following the film’s release and the programme continues to go from strength to strength.

Rio Ferdinand inspires kids to be 'Work Ready' with BT and the Rio Ferdinand Foundation