Adolescent was tasked with developing creative concepts and a digital PSA campaign for a State government to address the rapidly growing issue of underage drinking.
We built a bespoke think tank (virtual focus group) utilizing our diverse network of next gen respondents to understand youth attitudes about under aged drinking, and tease out concepts that would bring this issue to the forefront in an arresting and compelling way on Instagram and Tiktok. We allowed members of our targeted audience to inform our strategy and approach.
Our Adolescent Storytellers, a group of thousands of makers who can be tapped to make content that resonates with their audience and also representing a specific demographic, then crafted an original series for TikTok and Instagram that invites teenagers to “get ready with me” while they shared a personal anecdote about the perils of underage drinking. We engaged young people to execute the creative utilizing our best in class content studio.
What we found was not only surprising, but also yielded content that cuts through the noise that often clutters messages crafted by adults.
REAL LIFE STORIES
GEN Z TALENT
IMPACTFUL CONTENT
By telling real life stories using authentic Gen Z talent, we were able to create impactful, high-performing content that surpassed all other posts on the channel, immediately garnering tens of thousands of views and grabbing the attention of teenagers nationwide.
