Digital Campaign | RespectFULLY
Department of Public Health
of Massachusetts
Objective
Our initiative aimed to break through conventional narratives by actively seeking and promoting a broad spectrum of teen perspectives. By doing so, we aspired to foster inclusivity and resonance, ensuring that the stories told were reflective of the different adolescent experiences.
Target Audience
Our target audience was individuals aged 11-18 residing in Massachusetts. Recognizing the unique and varied narratives within this demographic, we sought to engage and connect with teens from different backgrounds, cultures, and communities. This inclusivity was integral to achieving our overarching objective of expanding the initiative's reach.
Insight
Gaming (video and online games) held significant importance in teens' lives, transcending various backgrounds.
Results
As a culmination of our multifaceted campaign efforts, we successfully spearheaded a transformative rebranding initiative that remains integral to the engagement strategy. Drawing inspiration from our comprehensive youth advisory group interactions, which involved recruiting, interviewing, and leading 30 diverse teens, we uncovered a common thread in their lives—the ubiquitous influence of games, both video and online. Recognizing the impact gaming had across diverse backgrounds, we strategically anchored the initiative rebrand on this shared passion. The campaign's visual and messaging assets were aligned with the gaming culture, resulting in a resonant and enduring identity. Today, the rebrand continues to serve as a powerful and relatable representation, fostering sustained connections with our target audience.
