AB launches #wasteofspace Campaign to help save Exmouth’s Rolle Centre

Chris Shadrick

AB launches #wasteofspace Campaign to help save Exmouth’s Rolle Centre.

Towards the end of last year AB was appointed by Rolle Exmouth Ltd (REL), a Community Management group, to develop a full-service creative communications strategy, that included a website refresh, film, social media strategy, photography and other creative assets. The purpose of this strategy was to build awareness of Exmouth’s Rolle Centre and the important benefits it brings to the community in Exmouth and East Devon.

Rolle College is owned by Plymouth University and was closed in 2007, causing a £5m loss to the local economy, ultimately limiting further education opportunities for young people. REL has established over 500 shareholders to date and are working hard to secure more funding. That’s where we came in…


The idea // #wasteofspace 

Young people in Exmouth are at a disproportionate risk of falling into unemployment. These kids are doing really well at A-Level, but then they’re stalling due to lack of opportunities.

Our kids are not a waste of space, but the Rolle is.

By transforming the unused Rolle building into a space for young adults to learn, we can give our young people the tools they need to be productive members of society.


The strategy

Using a range of channels we have established a communications strategy that appeals to a wide audience.

  • We created a film that emphasises how the Rolle Centre has become a waste of space and the opportunities it could bring for young people, startups and the community if it raised enough financial investment. We also used local actors from the community who currently attend Exmouth Community College
  • We developed a digital and above the line media strategy that built a plan for future outdoor and cinema advertising, as well as carefully targeted social media / digital advertising
  • We redeveloped the existing basic Rolle Centre website to incorporate more information on fundraising, engaging photography and more effective call to actions
  • We worked with Rolle Centre’s PR agency to collaborate on local and national PR activity, supported with our campaign creative.

The #wasteofspace campaign officially launched on Tuesday 5th April to the community and AB will continue to support REL on their incredible journey.


AB’s Creative Director, Marcus Bennett commented: “We take great pride in the ‘Waste of Space’ idea and very thankful to the talented young people who took part in the filming and photoshoot, we hope that by REL transforming the unused Rolle building into a space for young adults to learn, we can give our children the tools they need to be productive members of society.” 

The film

Show your support. Share this film and don’t let the Rolle Centre become a #wasteofspace

What next?

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Author: Chris Shadrick

Chris leads on Digital Strategy and works with our clients to enhance their online communications and uses insight to better understand business challenges. His enthusiasm for new technology and digital means he can lead and develop a clear Digital Marketing Strategy for all our clients and has experience working across multiple sectors. Chris is Google Certified, which means he knows his Panda from his Penguin and runs digital campaigns that achieve results. Chris enjoys escaping for long walks on Dartmoor and is often found getting creative in the kitchen.


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