Lewisham Unframed

Yiwen Li

18121458089@163.com

Lewisham Life magazine is a bi-monthly council magazine that is circulated to about 150,000 households in Lewisham. Despite the significant print run, the magazine does not seem to appeal to young adults between the ages of 18 and 30, who constitute more than a third of the local population. This campaign explores the reasons behind this disengagement based on the analysis of secondary data, analysis of 32 posts on social media, and the competitive analysis of six publications. The main results point to the fact that young adults are structurally out of touch with traditional media while actively sharing positive organic information about Lewisham on Instagram and TikTok. Competitive analysis also shows that there is an 18-point difference between Lewisham Life and best-in-class participatory publications. The report recommends Lewisham Life: Unframed, a repositioning campaign consisting of professionally produced creative content and participatory community work to rebrand the magazine as a culturally relevant resource targeting young residents in Lewisham.