Helping Young People Feel Seen, Heard and Supported 

Not on the Radar? Not a Problem. 

When your target audience doesn’t follow the rules, scroll the usual feeds, or respond to traditional outreach, how do you reach them? 

That was the challenge facing Youth Fed, a brilliant North West charity supporting vulnerable young people—particularly those Not in Education, Employment or Training (NEET). This is a group often labelled “hard to reach.” But what they really are is overlooked, underserved and totally switched off by the usual approaches. 

So how do you speak to people who don’t want to be spoken at? 

Simple. You listen first. 

Step One: Meet Them Where They Are (Not Where You Wish They Were)

Forget dusty youth service posters and school referrals—this was a digital mission. We started by diving deep into their online habits: what they watched, where they gamed, who they followed, how they communicated. 

We then worked hand-in-hand with Youth Fed and local youth leaders, hosting focus groups to hear directly from young people. Their message was clear: “We want to feel like we belong—not be sold to.” 

Step Two: Build Trust Before Clicks

Many marketing campaigns go wrong by launching too fast. But NEET young people are navigating mental health issues, low confidence and complex personal circumstances. We knew we had to engage without overwhelming. 

Our tone? Friendly, human, never preachy.
Our visuals? Real, not airbrushed.
Our platform? Designed for drop-in moments, not pressurised sign-ups. 

We created a scroll-stopping social media strategy that gently signposted support, training and a sense of community. This wasn’t about “fixing” people—it was about helping them feel seen and supported. 

Step Three: Keep It Personal

One of Youth Fed’s secret weapons is their coaching model—real people offering real guidance. We made that a hero message, featuring faces, bios and honest conversations, giving young people something so many services don’t: a name, a face, and a reason to come back. 

The Result? Massive Wins Across the Board 

67% increase in impressions
166% increase in referral traffic
73% engagement uplift 

All from an audience who, just months before, didn’t even know Youth Fed was for them. 

What This Proves 

At dewinter, we don’t chase numbers for vanity. We build strategies that matter. That listen harder. That meet people where they are—even when they feel invisible. 

Whether it’s NEET young people, underserved communities or digital-dodging demographics, we make the “hard to reach” feel right at home. 

Want to do more than just raise awareness? visit our projects page and let’s make real impact together.