Entry description

Soar is a youth outreach movement that believes all teenagers are bursting with potential, but many struggle to reach it because of the anxiety and uncertainty that comes with that age.

We teamed up with Soar to create a film, letting teens know they are there for them. To make our message relevant, we worked with genuine teenagers every step of the way. And to prove that Soar takes their feelings seriously, we reclaimed that dismissive phrase, it’s just a phase, and turned it into a positive.

We successfully raised awareness by speaking to teens on their level.

Proof of eligibility

Soar released 'It's Just a Phase' on November 20, 2017. This was released on their owned social channels, with the full-length film launching on YouTube & Facebook. Using 15-20 second cut-downs we also drove to our YouTube from both Twitter & Instagram. The production budget for the film was just €8,320 and the target demographic at launch was teenagers & key influencers who could help complement our distribution plan organically and authentically. Following this, our target was mass audience.

Brief

Soar do amazing work for teenagers, but their main source of brand awareness and engagement was WOM. We needed to drive mass awareness of SOAR and see social engage with the brand. Why? Although SOAR really gets teenagers, everyone else doesn't. Which is really bad for Irish teenagers, because it stands in the way of them reaching their potential.

We needed viewers to instantly reconnect with what it’s like being a teenager, connect with SOAR, and to help Irish teenagers reach their potential.   

Solution and cultural context

Imagine struggling and being told it’s just a phase? We took an unhelpful phrase that really sums up the importance of what Soar do and created a film for teenagers by teenagers. By reclaiming its meaning, we turned it into a positive.

Being of a different generation ourselves, it was crucial that genuine teenagers guided this piece. And by working with and casting teens from various backgrounds, we found a common voice for all Irish teenagers. In the script jacks = toilets and shift = kiss!