Accenture Song UK is aiming to ‘bust myths’ about today’s teenagers with its latest integrated campaign for the National Citizen Service (NCS).
The NCS programme helps 15-17 year-olds gain essential personal development and work skills through a wide range of activities and experiences such as community volunteering, online knowhow and time away from home to build character and independence.
Through this campaign, the agency hopes to reframe the negative way in which modern teens are portrayed in the media, by focusing on the positive aspects of gaming, social media and mental health advocacy that are often strongly associated with this age group.
The media firm’s brief was to drive interest and sign-ups to the NCS by explaining to Britain’s teenagers why it would be a valuable pursuit, and by clearly illustrating the technical and mental skills they could develop to aid transition into adult life.
Directed by Jason Yan Francis, the film cleverly subverts over-simplistic, short-sighted criticisms by ‘translating’ them into positives. In turn, statements that teens are weak, anti-social, entitled, or self-obsessed are celebrated as expressions of resilience, confidence, empathy, connection and independence.
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“Young people have had fewer opportunities to learn and grow in recent years due to the pandemic. At the same time, they’re very often subject to outdated views that couldn’t be further from the truth,” NCS Trust head of marketing, June Carter said.
“This campaign tackles these misconceptions and shows how NCS can help young people embrace their passions and continue to grow their strengths through their online experiences.”
Spearheaded by a hero 30-second spot, ‘Outdated Translated’ will be supported by a series of executions across out-of-home, digital TV, digital audio and social media until the end of March.
Accenture Song Brand UK chief creative officer, Nik Studzinski added: “Young people have a keen sense of smell. They can sniff out anything remotely inauthentic or insincere.
“That’s why we’ve created a campaign with genuine empathy to the outdated way they’re sometimes spoken to and treated, by society. Using influencers that they relate to reinforces this tone and makes sure our audience feels their passions are represented in a positive light.”
