Title | SPIRIT BOOK |
Brand | YOUTH FOCUS |
Product / Service | BRAND BOOK |
Category | A04. Publications |
Entrant | MEERKATS Perth, AUSTRALIA |
Entrant Company | MEERKATS Perth, AUSTRALIA |
Advertising Agency | MEERKATS Perth, AUSTRALIA |
Name | Company | Position |
---|---|---|
Daniel Bradley | Meerkats | Creative Director |
Caitlin Moloney | Meerkats | Art Director |
Tom Wilson | Meerkats | Senior Copywriter |
Charlie Moore | Meerkats | Brand Manager |
Youth suicide is a delicate topic and had to be handled in a way that made the young people themselves feel empowered, whilst also educating the wider community on how universal the problem is. The book also had to work to encourage donations from big business, and therefore had to stand out from the many other (also deserving) charity appeals they receive.
The brief was to create a brand book that told the Youth Focus story in a way that resonated with young people, but would also speak to their families, Youth Focus staff and donors.
We wanted to highlight that the real hero of the story was the young person fighting depression, and the importance of Youth Focus in the mentoring role. The story was developed alongside the hero character and the overall style, both of which worked to emphasise the universality of the experience.
The book was loved by staff internally and was well received in its presentation to the Australian parliament.