#WMGeneration – a Hashtag Revolution
A critical factor in the West Midlands Channel 4 bid – and a major resource for the building of a vibrant Creative Screen Sector – has been a humble hashtag.
#WMGeneration was created as a mechanism to support the regional bid for the headquarters and a creative hub of the UK broadcaster.
It has played a key role in the campaign, acting as a cohesive regional voice for a wide range of cultural and creative individuals, businesses and institutions.
The hashtag has been adopted by major names in the media and entertainment industries, politicians and organisations.
But it is the ability of the hashtag to unite a wide diversity of regional voices that has been most significant. The popularity of the hashtag led to it trending on Twitter during the key Summer months of the campaign.
The initial focus was strongly based on driving a singular message about winning the Channel 4 bid but was based on values, which the campaign spelled out in two phrases:
Young, Digital, Diverse
and Innovate, Create, Generate
Those values demonstrate the potential of #WMGeneration to reach beyond the campaign.
Importantly, the hashtag started out explicitly as a region-wide resource, being used for all the regional actual and prospective bids and before the C4 shortlist was narrowed to just Birmingham.
Organisations across the region, including the West Midlands Screen Bureau are already using it as a means of bringing together activities into a cohesive drive for the creative sector.