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.
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.
“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.”
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.”
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