Working with Family and Community Services' (FACS) Youth Empowerment Program (YEP) we launched the ‘YOU’ brand to promote a wide range of support and services available to young people with personal experience in the out-of-home care (OOHC) system.

In order to convey the broad range of rights that youth aged 15-25 years involved in the system are entitled to understand and pursue, FACS realised the importance of really understanding their audience and connecting differently. While a more direct channel of communications was needed, the challenge was also about engaging with integrity and honesty. Given the nature of the communications and messaging, this required a strategic and empathetic approach.

Each touchpoint was designed for a specific role and context, all working together to provide information answering questions that can assist the youth to make informed decisions about their lives.


“What we love about the work is it’s honesty and integrity. The campaign addresses information gaps that are pertinent to the health, wellbeing and future of some of our most vulnerable youth.”


Simone Czech,
A/Executive Director, FACS.


Credits
Client: NSW Dept of Family and Community Services
Agency: Frost*Collective
Creative Director: Anthony Donovan
Designers: Alex Baumann, Alex Dalmau, Zion Wu
Account Manager: Max Delplanque
Digital Producer: Nathalie Cano

Partners
Director/Photographer: Ollie Ritchie
Photography Art Director: Rachel Knepfer
Production: Revlover
Copywriter: Sarah Clark (Booklet), Paige Livingston (Video)