Gen Z Platform Year13 Names Rachel Sullivan As Group Partnerships Director

Gen Z Platform Year13 Names Rachel Sullivan As Group Partnerships Director
B&T Magazine
By B&T Magazine



Gen Z digital engagement platform Year13 has unveiled a new brand identity, website and a refreshed content strategy including new digital tools and gamification.

Rachel Sullivan (lead image) has also joined the growing team as group partnerships director to extend Year13’s agency presence, having previously held multiple senior sales roles including national commercial director of Women’s and Men’s Health.

Year13’s new brand and content strategy was informed by 12 months of research, and aims to provide real tools and support to young people, addressing the greatest youth pain points.

The research revealed young people aged 19 are suffering the most, when they’ve left school and feel uncertain about the choices they have made and their future.

As a result of being stressed about their future career, 66 per cent of young people say they have suffered from anxiety, 42 per cent from depression, and 61 per cent have suffered feelings of inadequacy and insecurity.

CEO and co-founder Saxon Phipps said: “The guiding principle behind our strategy is to support young people as they navigate the many challenges that come with being young. Everyone has a story about leaving school and the level of stress and the challenges that life stage brings can’t be overstated.”

Year13’s new logo was inspired by a thumbprint, acknowledging that every young person is unique and on their own journey – and it is dynamic, visually adapting to different scenarios as the user navigates through the platform.

Year13’s signature E-Learning Academy platform has also been upgraded with shorter form content making it easier for users to digest learning modules, and new gamified rewards encouraging participation.

The refreshed content strategy has a significant wellbeing focus with lifestage relevant advice from mental health to sport, relationships and social health to gap years, travel hacks, sustainability, study, careers and money milestones.

National partnerships director Annie Mulders comments: “By 2025, almost 30 per cent of the Australian workforce will be Gen Z. Year13’s approach to content is all about authenticity. It’s peer publishing, where young people create content that matters to their generation, and it fosters unique collaborations with brands who recognise the importance of this growing demographic.

Year13 has experienced significant growth in the last 12 months and I’m excited to welcome Rachel Sullivan to our partnerships team to continue that trajectory,” added Mulders.

Gen Z’s growing client roster includes Westpac, Red Rooster, Levi’s and Microsoft. New collaborations in production include ‘Cheers To Careers’ with The NSW Department Of Education, driving consideration of careers in hospitality and “Choose Your Adventure” in collaboration with The Australian Defence Force, showcasing the diverse pathways and breadth of careers available to young people in defence.

Sullivan added: “It’s a privilege to join Year13 during this period of growth. Year13 has such a unique offering in the market, as the only Australian digital platform with content created by Gen Z for Gen Z. I look forward to helping Year13 continue to grow – and working with the team to help brands and agencies connect with young people.”




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