Teens are constantly bombarded by negative influences and social media exasperates the problem. By age 16, 70% of teens have already seen photos of illegal substances/peer pressure online. WeGotYou was a campaign that helped ATI talk to teens about these issues in a way that made them feel empowered, not judged, by speaking to them in their language. It was a mobile-only experience written in emojis that empowered teens in the very environment they need it most, in a language that helped them understand our message and that became a tool to continue the conversation in their own social feeds.
How do you get teenagers to talk about some of the toughest topics they're dealing with in high school? Speak to them in their language: emojis. #WeGotYou launched as an integrated campaign that spoke openly and honestly about the negative influences teens face, all in emojis. We anchored it in a mobile-only web experience (teens live on their phones so our campaign did too) and filled the site with shareable content they could use to continue the conversation in their own social feeds. And they did. In the end, #WeGotYou not only got teens to talk with us about negative influences, it got them to talk to each other too. In their language.
On the site, teens could translate each headline before browsing content relating to that specific influence. Stuff that helped them feel empowered, not judged. We also integrated shareable assets like GIFs, memes, and designed quotes so they could continue the conversation in their own social feeds. And they did. Almost immediately after the site launched, teens started sharing assets and making their own emojicodes. Shortly after that, their headlines were replacing the digital, social, and OOH ads for the entire campaign. So their voice became our voice. And it was heard. The press started talking about the campaign right away. But more importantly, teens did. WeGotYou didn't just get teens talking, it got them talking about the toughest issues they're facing.