A micro-learning platform helping teens get smarter, safer and more confident online.
Schools and parents are racing to keep up with fast-moving topics like AI, online safety and wellbeing. EE stepped in with LearnSmart - an owned platform of short, plain-English video skills taught by relatable mentors (from Marcus Rashford on resilience and Daisy Edgar-Jones on screencraft to Big Zuu on creating your personal brand), with live events like EE LearnLive feeding back into the hub.
How it worked
We built a playlist-based micro-learning platform for 11–17s and filled it with short, creator-led lessons. From AI Essentials with Piers Linney to screencraft with Daisy Edgar-Jones and resilience with Marcus Rashford.
Then we took it live with EE Learn Live - talks from Jill Scott, Joe Wicks and Big Zuu - and fed those sessions back into the platform as new skills.
Partnerships with BAFTA and the Home Nations/FA turned inspiration into action, from filmmaking pathways to football-led confidence and BSL content that helps more fans feel included.
Impact
LearnSmart reached young people at real scale - exposing over 23 million in the UK and measurably changing how they feel about life online.
In EE’s 2025 brand study, two-thirds of teens said the platform made them feel more confident, and 54% reported feeling less anxious about using their phones.
By meeting Gen Z with something useful, LearnSmart helped reframe EE from advertiser to education partner, giving families a new kind of digital support.
My role & team
As ECD, I led the platform proposition and creative standards: defined the content pillars, formats, set the “everyday experts” tone and meaningfully plugged Learnsmart into EE’s tent pole campaigns.
Built with: Digitas UK. Partners: BAFTA, Home Nations/FA, Apprentice Nation, and guest mentors across sport, film, wellbeing and tech.
Recognition
Named #2 on Campaign UK’s “Top Four Customer Experiences” of 2024, winner of BIMA Gold 2024,