Young People First is a Warwickshire charity hoping to catch at-risk young people before they fall. The charity's mission is to deliver activities, create opportunities and provide support for disadvantaged young people who are looking for work, battling mental health issues or facing homelessness
Generally, people seemed not to have much awareness of Young People First's work, or even of the situation these young people find themselves in. I needed to write attention-grabbing copy for a low-budget marketing campaign that would raise the profile of the charity.
I wrote the copy for a series of spoof posters alongside the RBH team and Birmingham street artist, Foka Wolf. The adverts were designed to stir up debate around the lack of support for young people, containing phrases such as 'Love getting high? Become part of our glue sniffing team' to illustrate how some young people might resort to desperate measures in order to survive. Each poster had a phone number that went through to answer message providing details about the charity and how to get support.
The campaign caused a stir across social channels and achieved PR coverage with local press. It won bronze in the Charity / Not for Profit category of The Drum Roses Awards 2019, the only award given in the category. But most importantly, passersby called the number on the posters and were able to learn about the invaluable work Young People First does to support Warwickshire's most vulnerable and disadvantaged young people.
Work undertaken while at RBH Creative Communications Ltd:
Creative Directors – Mark Padfield, Michael Vines
Art Directors – Foka Wolf, Max Bale
Copywriters – Foka Wolf, Sarah Mullaney
Photographer – Morgan Tedd