#MyMicrogap targets the ‘lost generation’ of 18-34 year olds from Great Britain and Northern Ireland and encourages them to take a holiday at home. Statistics show that 16-to-34 year olds took almost 1.4 million fewer holidays at home in 2016 compared to a decade earlier.
In its first phase the activity introduces the concept of a microgap, which can be best defined as:
“The act of taking short breaks that offer the same enriching opportunities for self-development as that experienced on a typical gap year or career break.”
A series of seven 10-second clips, based on the themes of “Go Wild,” “Learn More”, “Switch off” and “Give back,” will be displayed on digital billboards across locations including railway stations and shopping centres in England, Northern Ireland, Scotland and Wales. These, and additional Microgaps, can be found on our website: My Microgap.
Over the coming months and through work with VICE as content partner and commercial partners as well as those using the campaign hashtag #MyMicrogap we will be creating and curating more and more amazing experiences fulfilling one or more of the microgapping elements:
Learn new skills
Support a good cause
Embrace a challenge
Indulge a passion
Tick off bucket list experiences
Discover local flavours
Meet new people
View the 30 second online ad: