Campaign pack
Understanding Society, the largest longitudinal household panel study of its kind, has many young participants that provide essential information about their lives and what life is like for people their age. Their contributions are vital, as the information is used by the government and charities to help improve the lives of young people.
THE CHALLENGE:
The Study recognised that young people can often feel like their voices are not heard and feel disengaged. This was the first time they were specifically targeting this demographic and needed something that would resonate with 16 year-olds, to inspire them to continue as a valued participant.
THE SOLUTION:
This was a joy of a project to work on; a completely ‘blue-sky’ brief which called for a compelling campaign idea, from which the content would then be written and developed.
My concepts centred around bold headlines and grunge-style graphics, that spoke directly to the 16 year-olds, emphasising the importance of their opinions and how these could truly make an impact.
The first thing the recipient would see was the information wallet (containing booklets and a postcard), which was crafted from recyclable card without any plastic fastenings. The campaign message, THINK AGAIN, not only confronts any misconceptions young people might have about the significance of their opinions, but also encourages them to reconsider if they are thinking of exiting the survey. The campaign continues with further punchy headlines across other pieces within the pack – such as GET INVOLVED and RIGHT HERE, RIGHT NOW – to catch the reader’s attention and compel them to take action.
The graphics are fluid and expressive, symbolising freedom of speech and the importance of individual ideas. The campaign slogan is presented in bold, large type to convey the message clearly and quickly, while the smaller hand-drawn fonts introduce a lighter, more approachable tone that resonates with the young audience.
Each item in the pack features a hand-rendered graphic stamp on the cover, reinforcing the idea that participants’ opinions matter and that they can truly make a difference. The prominent ’16+’ indicates that the young person is now eligible to access what was previously off-limits, adding an element of exclusivity.
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