Background

Anti-social behaviour is a growing problem amongst young people. Most of the issues stem from drinking which in turn can lead to drugs, sexual health problems, unplanned pregnancy and violent crime to name a few.

Challenge

To engage with young people we decided we should communicate in a visual language that they are familiar with, using the style of flyers and posters promoting club nights, DJ’s and new music. We have distilled this visual language into an umbrella brand under which we can run our various campaigns.

Solution

The ‘dignity’ brand was created using carefully selected wording that is both convincing and authentic within the language of club culture. The positioning line “use it, don’t lose it” was also developed to strengthen the core message.

The brand has been created as an umbrella theme that can support varied campaigns ranging from sexual health to antisocial behaviour. Positive images of cool young adults enjoying themselves responsibly feature to help re-enforce the dignity message and strike a chord with the target audience.

Using the roadshow concept is a cost-effective, easily transportable and high profile way of delivering these messages to places where young adults congregate and create a powerful centrepiece to the individual campaigns.

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