BRITISH COUNCIL
Social-native vox pop series for Global Perceptions campaign
The British Council’s Global Perceptions study asked a big question: how does the world actually see Great Britain? We turned the answer into a presenter-led film and a wave of vox pops filmed across the globe – social-native content built to make people stop, watch, and read the research behind it.
The Problem
The British Council commissioned major academic research into how Great Britain is perceived around the world – a genuinely fascinating dataset, and a genuinely hard thing to make people care about. Research like this too often lands as a PDF that nobody outside the sector ever opens.
The brief wasn’t “make a video of the report.” It was harder than that: take the findings and turn them into content that travels across borders and feeds, earns attention in markets from Seoul to Kyiv, and pulls people back to the report itself.
What we made
A presenter-led hero film to carry the narrative and the headline findings: a clear, human thread through complex research. This was then paired with a coordinated series of street vox pops filmed around the world, including Japan, South Korea, Germany, France, Italy, Ukraine and England.
People don’t share statistics; they share people. By leading with real voices and a strong presenter narrative, and editing native to social from the start, we made a dense academic study feel like something worth watching, and worth passing on.
