The Reach Foundation & The Monkeys Tackle Teen Pressure In OOH Campaign

To generate awareness around the struggles teenagers’ confront on a daily basis, The Reach Foundation and The Monkeys has unveiled ‘Pressures’.

‘Pressures’ is a print and outdoor campaign that shines a light on the pressure and isolation many youth feel in their everyday environments.

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Created by The Monkeys the campaign focuses in on those everyday situations where teens are pressured to conform, whether in the schoolyard or active on social media in their bedrooms at home.

This campaign urges the Australian public to go online to The Reach Foundation’s website to learn more about the non-for-profit’s vision to create generations of passionate young people who are ready to shape the world.

Facilitating personal development, the organisation empowers young people to feel more confident and self-aware, gaining support through a youth-led model that provides workshops and resources accessible to any teenager.

The Reach Foundation national manager brand & campaigns Eleanor Bignell said: “School, family and social media are three common themes that come up in our work with young people and feeling boxed in is the one thing that ties them all together.

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“The pressure to conform, to be someone else, and to not speak up about it, is slowly suffocating the young people of Australia.

“This powerful campaign created by the amazing team at The Monkeys aims to highlight the invisible pressures young people face every day and bring awareness to the work Reach does to help young Australians feel less alone.”

The Monkeys Melbourne chief creative officer Ant Keogh said: “With ‘Pressures’ we hope to dramatize the isolation many teenagers feel and let them know that Reach is there to help.”

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The campaign was produced by Doone Colless, retouched by Dave Mercer and photographed by Neil Bailey.

Photographer Bailey added: “As the parent of children of a similar age, I was more than happy to shoot the campaign and support the important work that Reach does.”

CREDITS

Client: The Reach Foundation

National manager of brand and campaigns: Eleanor Bignell

Creative agency: The Monkeys Melbourne

Chief creative officer: Ant Keogh

Executive planning director: Michael Derepas

Planning director: Gareth Evans

Art director: Joe Sibley

Writer: Hugh Gurney

Head of production: Romanca Jasinski

Designer: Jess Ramsey

Group content director: Lee Lowndes

Content director: Jantine Wigboldus

Content executive: Jessie Roper

Production company: Coco Productions

Photographer: Neil Bailey

Producer: Doone Colless

Stylist: Bec Cole

Hair and make-up: Virginya Sutton

Re-toucher: Dave Mercer

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