A youthful dynamic to support life
Youth Say No
Communicating complex issues
Almost 1.5 million females have experienced some form of current or previous partner violence since the age of 15.
Youth Say No is a program run by the Department of Child Protection to inform young people about family, domestic and dating violence and how to support friends and family that are being abused.
The power of this program’s campaign was derived directly from the young people, for whom it is intended.
Ask the right people the right questions
Taking the time to engage and listen results in relevance and impact.
We used a Human Centred methodology to working with young people from South Fremantle and St Hilda’s High School to brainstorm and test how to communicate the complexity of the issue in a way that would be appropriate for young people. Invaluable and often surprising insights were gathered. For example, we learnt that the campaign should be strongly co -branded with the government crest because it made them feel the site was genuine, secure and trustworthy. Any imagery of young people that was too perfect was strongly rejected. Privacy was a key concern – a prominent ‘Hide My Screen’ button was an imperative on the website. And they wanted brochures they could read in private.
Individual situations, unique solutions
"Thank you for making this happen so smoothly and professionally.
The results are a strong dynamic brand that is perfect for our project."
Sherrilee Mitchell, Director
Outcomes
The lively, interactive workshops captured the elements to create a strong and powerful campaign – including a punchy brand, a powerful video about the effects of domestic violence, a website, photography and marketing collateral.
