NHS and local authority partners
Campaigns made with, and for, children and young people.
Health and wellbeing work co-created with young audiences who rarely get to shape the message about them.
01 / The challenge
What needed to change.
Public-health campaigns aimed at children and young people are often made by adults, for adults, about young people. They're well-intentioned and often well-resourced, but they miss because they sound like an instruction. Across smoking, mental health and other public-health priorities, our partners needed a different way in.
02 / The insight
The reframe that opened the door.
Young people are not a homogeneous group. The most credible messenger is almost always another young person, and the most effective creative is the kind that feels made with them, not at them. That requires real time with the audience before any creative is briefed.
03 / The approach
What we made, and how.
Across multiple campaigns, Smokefree Generation, Smokefree Sheffield Shisha, Young People & Mental Health, Smokefree Starts, we ran insight workshops, co-creation sessions and competitions that put young people's words and faces at the centre of the work. Distribution included social-first formats (Snapchat, Instagram, reels) alongside physical assets in schools, youth clubs and sports clubs.
The most credible voice talking to a young person is another young person.
04 / The outcome
What changed.
157
young-person entries on Smokefree Generation alone
44,551
average individual reach per advert
Schools, clubs, social
multi-channel distribution to under-25s