The Reach Foundation highlights pressures teenagers face in new campaign via The Monkeys

Reach_Layouts_014 LOW1.jpgTo 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.

Reach_Layouts_015 LOW.jpgSays 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: "WithReach_Layouts_016 LOW.jpg '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 said:

i think these are clever. is there more to the campaign though? where do these go? what print do teenagers read?

Nice said:

Nice.

Nice one said:

Pretty accurate to how it feels

Ron said:

Lovely work, but I can't stop thinking about...

https://www.youtube.com/watch?v=mNZzt5Vcsbs

Seriously? said:

This is awful. Way too hard to decode and frankly not that clever when you do.

@seriously said:


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

qt3.14 said:

@@seriously

I thought it was hard to decode too.

Poorly Executed said:

Took me wayyyyy too long to realise what was happening here.

The average joe isn't gonna take that time.

Tom said:

WTF?! This is terrible!

Way too complicated said:

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.

Jonny boy gomes said:

Same ad 3 times.

sure they're wearing different clothes. but still same ad 3 times.

Awardseason said:

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.

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