Baber Smith gets teens' approval to create Brook campaign
Sexual health charity Brook has appointed marketing agency Baber Smith to create a new integrated campaign after a competitive pitch - in which the agency had to impress a panel of teenagers.
But it wasn't just any old creative pitch. Rather than pitching to Brook’s senior marketing team, each of the four agencies involved had to win the approval of a select group of Brook's teenage volunteers. The teenagers, guided by senior marketers, were responsible for writing the creative brief and had the final decision on which agency won the account.
Jules Hillier, director of communications at Brook said: It’s important that our marketing resonates strongly with our under 25 year-old audience, so what better way of ensuring this than by entrusting our fantastic volunteers to handle the pitch process.
Baber Smith's campaign will comprise press, outdoor, online, PR and selected retail partnerships and launch in June.
Sam Jordan, managing director of Baber Smith said: "Young people need access to confidential and impartial advice so that they can make informed decisions about their sexual health. This campaign will help to increase young people’s confidence and self esteem around sexual health and relationships with relevant attention grabbing communications."