Our job takes on a particular meaningfulness when we work with organisations whose job it is to look after the vulnerable in our society. A recent campaign launched with the Family and Community Services (FACS) is a fine example of the application of creativity to make a tangible difference in the lives of disadvantaged, young people whose childhoods have been seriously affected by out-of-home-care (OOHC).
Frost* Design was approached and commissioned by Family and Community Services (FACS) to rethink its communications approach around key programs affecting youth in the out-of-homecare (OOHC) system. The initiative was part of FACS’ Youth Empowerment Program (YEP) launched to promote a wide range of support and services available to young people with personal experience in the system.
We understood that the gravity of the issues faced by young people negatively affected by the out-of-homecare (OOHC) system required a communications approach that could convey a deep empathy if it was to effectively and powerfully reach the target market. Frost* Design worked closely with the broader team and its case workers to delve into the real life challenges that these children and young adults face. The campaign demanded an honesty and an integrity necessary to create connection and meaningful engagement, in order to empower young people with useful and potentially life-changing information.
Frost* Design named and created ‘YOU’—a campaign comprising a set of four videos promoting key messages to people aged 15–25 years affected by the OOHC system as well as an information booklet of the same name and a dedicated website. The creative team with Ant Donovan at the helm included photography art director, Rachel Knepfer and up-and-coming director, Ollie Ritchie.
The key messages are framed around the broad range of rights that youth involved in OOHC are entitled to understand and pursue. The dynamic campaign simplifies the concept of rights around five key topics—identity, how the out-of-home care system works, finding your voice and being heard, planning for the future and importantly, education. The video campaign is complemented by Frost*Design’s 35-page booklet providing in depth information around each of the five above-mentioned topics.
The four ‘YOU’ campaign videos can be viewed on the dedicated campaign website or on YouTube from the links below.