Melbourne Creative Agency Pretty Neat has been appointed by health promotion foundation VicHealth to run a youth health engagement initiative over two years to highlight the effects of alcohol consumption on society.
The appointment follows a competitive agency tender in August-September of this year. Pretty Neat will be responsible for the strategic, digital, creative development and promotion of the initiative in 2018 and 2019.
The project team will work closely with young people to understand their views and communicate these in impactful ways as well as create meaningful conversation on the topic.
The initiative will also develop partnerships between VicHealth and organisations with a shared interest in the views, actions and wellbeing of young people.
VicHealth CEO Jerril Rechter said the initiative aimed to change the conversation about young people and alcohol.
“This initiative is all about empowering young Victorians to discuss and explore the role alcohol plays in their own lives,” Ms Rechter said.
“We know that rates of drinking has decreased in young people and we want to find out more about why that is and how we can use this momentum to bring about broader alcohol culture change.
“We’re excited to have appointed Pretty Neat to help us deliver this initiative and we look forward to hearing what young Victorians have to say about alcohol culture.”
“We’re keen to hear from young people and to see them have their say on alcohol and its impact on society,” said Pretty Neat Managing Director Warren Davies. “Often young people get an earful from parents and the media and there’s a perception they are problem drinkers. It’s not often true.”
The project is already underway and comes off a strong year for the agency working with new clients in utilities, technology, FMCG, SaaS, lobbying, The Arts and not-for-profit sector. The agency is applying a range of methods to help brands and organisations get closer to their customers and stakeholders for better outcomes everywhere.
“We’re keen to hear from the best talent in the region as we grow,” said Warren. “If you believe good business can be a force for positive change – and can demonstrate that – we’d love to hear from you.”
The initiative will be in market in the first half of 2018.