The Brief
Building on the success of our university student robbery awareness campaign (On Show), this particular task was to promote these same messages to a younger, self-conscious and peer pressured audience. School children are often the victims of street robbery because they don’t keep their valuables hidden, they want to show off their latest purchase, whether it’s an mp3 player or a new pair of trainers.
Our Response
To tap into this mindset, we illustrated a character that this audience is likely to admire, someone regarded by their peers as ticking all the right boxes. Clever rhymes that used street slang were used to tell the characters’ stories. The aim was for messages to be remembered and also be something that could catch on in the playground.
The Results
The difficulty with a campaign aimed at a young audience is coming across as credible; sounding authoritative, patronising and trying too hard to speak on their level are common pitfalls. By having a highly visual and fun approach, we’ve created a memorable campaign that delivers hard-hitting messages.
