Channel Four’s Amazing Spaces architect George Clarke has partnered with placemaking PR agency Social Communications to highlight the work of his charity the Ministry of Building Innovation and Education (MOBIE).

Launched by the TV architect in 2017 as an educational charity, MOBIE encourages children and young people to pursue careers in the built environment through new technical and vocational courses alongside schools outreach.

Social Communications supported MOBIE in sharing the love for well-designed homes and neighbourhoods with heart and soul – helping to create the strategy for the charity’s #lovehome agenda.

An Instagram and Twitter-led campaign, #lovehome was designed to generate conversation and engagement around the spirit of home and robust communities on the run up to a key Government summit on the Built Environment.

MOBIE posed two questions across social media: first asking the general public ‘What makes your house a home?’ Responses ranged from family and friends, to watching children playing, Saturday brunches, Sunday lunches; through to dogs, cats, even comic book collections.

The question was dialled up the day before the Ministry of Housing, Communities and Local Government’s ‘Better Design for Better Places’ conference and on the stage itself – as George asked influencers directly during his keynote: ‘How do we design and make homes our kids will love when they grow up?’

Social Communications led the social media engagement across Instagram and Twitter, created and populated a campaign microsite and coordinating guest filmed content from members of the public and several schools.

MOBIE founder George Clarke said: “The agency’s social media and influencer connection strategy celebrated both the spirit of home and the importance of people-first design to the shaping of strong communities of the future. Social Communications helped highlight my charity’s agenda by posing pivotal questions to influencers and the general public alike as the crux of the content strategy. MOBIE has collated these valuable responses and will continue to use this key User Generated Content across its activities in 2019.”

Diana MacCarthy, Director of PR at Social, which has offices in Manchester, Leeds and Bristol, added: “We believe in work that changes lives and love creating impactful campaigns. Given our agency’s planning, property and placemaking credentials, George’s charity is a cause close to our heart.”