OPEN BOOK

Short List
TitleOPEN BOOK
ClientTHE REACH FOUNDATION
Product / ServiceAWARENESS CAMPAIGN
CategoryA07. Public Service, Charity & Fund Raising
EntrantDDB GROUP MELBOURNE, AUSTRALIA
Entrant Company:DDB GROUP MELBOURNE, AUSTRALIA
Advertising/Web Design Agency:DDB GROUP MELBOURNE, AUSTRALIA

Brief Explanation

Reach believes every teenager deserves support, regardless of their situation. We wanted to raise awareness of Reach and show teenagers that everyone even the most famous people in Australia went through exactly the same stuff once. So we created The Open Book Project, publishing celebrity teenage diaries online at the openbookproject.com.au and encouraging visitors to submit their own teenage diary entries to our site and their facebook page. TV and radio personalities, politicians, actors, sports stars, musicians and comedians all contributed intimate confessions. As the stories spread through the media, the public was captivated. The Project generated 59,944 page views in a month, over $1.2 million of editorial coverage, and spread our message to over 9 million people.

Credits

Name Company Position
GRANT RUTHERFORD DDB GROUP MELBOURNE EXECUTIVE CREATIVE DIRECTOR
NICK CUMMINS DDB GROUP MELBOURNE GROUP CREATIVE DIRECTOR
DANIEL GRECH DDB GROUP MELBOURNE ART DIRECTOR
STEFANI DIAGIANVINCENZO DDB GROUP MELBOURNE WRITER
JONATHAN YUEN DDB GROUP MELBOURNE DIGITAL HEAD OF ART
DANIEL HEWITT DDB GROUP MELBOURNE TECHNICAL DIRECTOR
LINA CABAI DDB GROUP MELBOURNE ACCOUNT DIRECTOR
JESS BROPHY DDB GROUP MELBOURNE ACCOUNT EXECUTIVE