Our Work

The Big Issue

Latimer brought together a community of millennials involved in journalism and activism
to inform the digital and youth engagement strategy for The Big Issue magazine.

  • Community
  • Insight


To understand how young people perceive The Big Issue magazine, and how their digital media habits can inform the development of digital content and social media for the brand. To develop new content ideas on the subjects of environmentalism, mental health and social justice.


Latimer conducted three workshops in London and Glasgow with a community of 37 young activists to understand the group’s responses to The Big Issue magazine and digital news sources. The workshops were followed by four weeks of content development in a digital environment, managed by Latimer’s community team, to develop out the initial workshop findings.


The community’s insights informed The Big Issue’s strategy in three core areas:

1) Editorial content for the magazine
2) Social media and digital presence
3) Real-world purchasing strategies

The Big Issue has provided journalism masterclasses for the community and continues to develop content with some of the key co-creators.



Community Developed Ideas