Being a teenager is hard. You're full of anxiety and uncertainty, while trying to work out your place in the world. We’ve all been through it. And yet once we are through it, we seem to immediately forget how tough it can be. We dismiss teenagers, believing whatever they’re going through will pass- it’s just a phase. To show teens that Soar takes their mental health and wellbeing seriously, we used this dismissive phrase to create a film for teenagers by teenagers. By reclaiming the meaning behind the words, we were able to shine a light on the potential of this phase and celebrate the possibilities that come with it- once all that pressure doesn’t get in the way. Real teenagers were the driving force behind the piece, and by talking to and casting young people from various backgrounds, we spoke to teens with a truly authentic voice.

Implementation

In the lead up to the launch, a series of teaser images and videos were shared across Facebook, Twitter and Instagram to generate excitement, raise awareness and spark discussion among teenagers by encouraging them to share our content, which in turn created momentum and anticipation for the launch of the campaign.

Timeline

The campaign ran across 4 days, with targeted posts scheduled at relevant times to our target audience (i.e. peak times before/after school).

Placement

Hyper-targeting of our demographic (teens aged 14-17) based on age, location and interests across Facebook, Twitter and Instagram allowed us to leverage our limited marketing budget and create meaningful reach. The majority of our budget focused on Facebook, where Soar’s largest following is. This channel allowed us to reach thousands of teenagers organically through follower engagement - like, shares and conversations centred around taking action.

Scale

213,532 total people reached

Soar workshops were booked out for 2018 post-video launch.

Video Stats:

Reach was 222,550.

Organic reach was 71%

Over 60,000 unique viewers from the total of 74,558

Over 5,000 likes, comments and shares.

Soar is now in conversations with the Irish education system to formally enter the national curriculum.