The Brief
This campaign focused on supporting the emotional wellbeing of young West Australians aged 18 to 24. Grounded in research, it aimed to offer relatable advice and reassurance during a formative stage of life.
Young people are highly attuned to inauthentic content and quick to dismiss anything that feels like an ad. To be effective, the campaign needed to feel genuine, peer-led and seamlessly integrated into their digital spaces.
The Solution
We created video content that looked and sounded like it came from young people themselves - personal, real and experience-based.
Each piece was designed to feel like a friend offering support, not an authority delivering a message.
Outdoor
Radio
The Outcome
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