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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.

Speaking directly to teenagers in a genuine voice and hyper-targeting our demographic (ages 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 film didn’t

feel like a sponsored ad, but like material they regularly consume: beat poetry,

music videos, etc.

Then we relied on teenagers to do what comes naturally - like and share. This needed to come from them, not us. Unless they got behind what the communication was about, it would never have the authenticity that was crucial to the brand.

Our strategy was simple: Cut through the noise with a voice so authentic, it couldn’t be ignored.

Although we needed to get Soar into more schools, we didn’t target teachers and parents. Soar is for teenagers, that means there is only ever one audience that matters- teenagers. If we genuinely spoke to teenagers on mass, then we knew our message would proliferate out.

With a limited media budget, we targeted teenagers through social media platforms. The content video didn’t feel like a sponsored ad, but instead like material they regularly consume. For example, beat poetry sessions, music videos, etc.

From there we relied on teenagers to do what comes naturally to them- like and share. This needed to come from them, not us. Unless they got behind what the communication was about, it would never have the authenticity that was crucial to the brand.

Ireland has one of the highest teen suicide rates in Europe. Soar is an independent charity that provides a safe space for teens to talk about their issues and is the only organization in Ireland that focuses on teenage wellbeing through group workshops.

Soar has proven its value over and over again in teenagers’ lives throughout Ireland, but with limited funding, they could only reach so many schools. Without getting into schools Soar can’t run their life-changing workshops. The brief was simple:

Get Soar into more schools across Ireland so teenagers can talk about their issues and reach their potential through unique empowering workshops.

Objectives: Drive awareness and comprehension of the amazing work Soar do, and the hugely positive effect it has on teenagers’ lives across the country.