The Reach Foundation highlights pressures teenagers face in new campaign via The Monkeys
To generate awareness around the struggles teenagers’ confront on a daily basis, The Reach Foundation has unveiled ‘Pressures’ a print and outdoor campaign, developed by The Monkeys Melbourne, part of Accenture, that shines a light on the pressure and isolation many youth feel in their everyday environments.
The campaign focuses in on those everyday situations where teens are pressured to conform, whether in the schoolyard or active on social media in their bedrooms at home.
This campaign urges the Australian public to go online to The Reach Foundation’s website to learn more about the non-for-profit’s vision to create generations of passionate young people who are ready to shape the world.
Facilitating personal development, the organisation empowers young people to feel more confident and self-aware, gaining support through a youth-led model that provides workshops and resources accessible to any teenager.
Says Eleanor Bignell, national manager, brand and campaigns, The Reach Foundation: “School, family and social media are three common themes that come up in our work with young people and feeling boxed in is the one thing that ties them all together. The pressure to conform, to be someone else, and to not speak up about it, is slowly suffocating the young people of Australia.
“This powerful campaign created by the amazing team at The Monkeys aims to highlight the invisible pressures young people face every day and bring awareness to the work Reach does to help young Australians feel less alone.”
Says Ant Keogh, CCO, The Monkeys Melbourne: “With
‘Pressures’ we hope to dramatize the isolation many teenagers feel and let them know that Reach is there to help.”
The campaign was produced by Doone Colless, retouched by Dave Mercer and photographed by Neil Bailey.
Says Bailey: “As the parent of children of a similar age, I was more than happy to shoot the campaign and support the important work that Reach does.”
Client: The Reach Foundation
National Manager, Brand & Campaigns: Eleanor Bignell
Agency: The Monkeys Melbourne
Chief Creative Officer: Ant Keogh
Executive Planning Director: Michael Derepas
Planning Director: Gareth Evans
Art Director: Joe Sibley
Writer: Hugh Gurney
Head of Production: Romanca Jasinski
Designer: Jess Ramsey
Group Content Director: Lee Lowndes
Content Director: Jantine Wigboldus
Content Executive: Jessie Roper
Coco Productions
Photographer: Neil Bailey
Producer: Doone Colless
Stylist: Bec Cole
Hair & Makeup: Virginya Sutton
Retoucher: Dave Mercer
13 Comments
i think these are clever. is there more to the campaign though? where do these go? what print do teenagers read?
Nice.
Pretty accurate to how it feels
Lovely work, but I can’t stop thinking about…
https://www.youtube.com/watch?v=mNZzt5Vcsbs
Reminds me of The House That Jack Built posters,
https://www.indiewire.com/wp-content/uploads/2018/09/04-2nd-incident.jpg?w=689
This is awful. Way too hard to decode and frankly not that clever when you do.
you find this ‘hard to decode’? honestly?
whats hard about it? did you not see that the bodies of the teenages are pressed into an enforced imaginary space? and that this is a metaphor for pressure?
not taking the piss, genuinely interested
@@seriously
I thought it was hard to decode too.
Took me wayyyyy too long to realise what was happening here.
The average joe isn’t gonna take that time.
WTF?! This is terrible!
Client and agency are kidding themselves if they think anyone is going to take out the message here. This is creativity for creative sake at its worst.
Same ad 3 times.
sure they’re wearing different clothes. but still same ad 3 times.
The type is impossible to read on most screens so not sure how it’s going to be read on a poster. This feels like an award entry rather than efffective advertising.
Who’s the audience here? Has there been any attempt to speak in their language in places they occupy? Doesn’t look like it. This makes me sad as it’s an important brief.