Intended to raise the profile of the charity and the invaluable work it does, the adverts were designed to stir up debate around the lack of support for young people and contained phrases such as ‘Love getting high? Become part of our glue sniffing team’ and ‘How to be a successful pickpocket…' along with an operational phone number. Any calls made to the number go directly through to an answer message which provides details about the charity and how to get support.
Coinciding with the launch of its new brand approach, created by RBH, the charity is the first ever organisation to partner with anonymous artist, Foka Wolf. David Skoppek, chief officer of Young People First, comments: “We wanted to create a campaign which was bold and effectively demonstrated exactly what the charity does. Some young people don’t think they’re worth anything and resort to desperate measures because they think they’re out of options. We want to change that.”
RBH founder, Debra Hepburn, added: “This campaign is a fantastic example of how daring to care and bold creativity come together to produce great results, all whilst challenging people’s mind-sets. We’re proud to be working with Young People First and supporting them in raising the charity’s profile and the vital work it does.”
The charity, which provides services to disadvantaged young people in Warwickshire, aims to catch young people before they fall. They provide long-term support to young people who have been in care, or are at risk of entering the care system, to help them integrate with society happily and successfully.
RBH is a fully integrated creative agency working with clients such as Peugeot, Wacoal, London Stansted Airport, Certsure, Hammerson, IM Properties Ltd, CBRE, The Cube, National Hairdressers Federation, West Midlands Railway and London Northwestern Railway.