However, The Mix was challenged to understand exactly what it was like being 14-15 years old in order to understand how to engage them with communications designed to promote the National Citizenship Scheme.
What we found surprised and helped shape the subsequent advertising and programme development. Teenagers are under a lot of pressure - from social media to exams, peer pressure and worries about the future. What they craved was a chance to fit in and take control of their own future rather than being told what to do.
So that’s exactly what we did. We helped establish the clear emotional and rational benefits underpinning the communications platform and help the agency partners and delivery partners really understand a group of people who often feel stressed and unheard.
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