Create a concept and look & feel for the Youthline Annual Appeal. A digital and OOH appeal, encouraging New Zealanders to donate to Youthline’s efforts of providing young Kiwis with a Helpline 24/7.

Texting is by far the most common means of communication. Teens feel more comfortable texting for a number of reasons - there’s no pressure to reply immediately, they can control the pace of the conversation and they feel less intimidated. At first glance, the visual looks like a plea for help from a teen in need. Once the reader is drawn in, it is becomes clear it’s actually Youthline asking for help. This visual form of conversation lends itself well as a platform for us to deliver multiple messages as a recognizable and user friendly template. Each message will need to be carefully crafted so while they are hard hitting and attention grabbing, the delicate subject is front of mind. It also lends itself well to the digital space, and gives opportunity to deliver a scope of all the core messages.