Destination Bright Future
Power the Fight is a UK charity reducing youth violence. By supporting at-risk youth and addressing root causes, Power the Fight empowers young people to make positive choices and build a better future. Power the Fight asked us to develop a campaign to engage 11-13 year olds and empower them towards a positive future.
Client: Power The Fight
INSIGHT
Children between 11-13 are vulnerable, impressionable and easy to end up in the “wrong direction”.
Creative Proposition
Destination Bright Future
IDEA
Staring at the underground map, it’s easy to feel small and lost - similar to how you feel from time to time in your younger age. The fear of jumping on the wrong train, ending up at the wrong station, can be overwhelming. However, it is vital to remember that there's always another train, and you can always ask for help.
The campaign uses the London Underground as a vehicle for the diverse futures young people aspire to. By incorporating this as a visual metaphor, we aim to convey that Power the Fight functions similarly to the tube map, guiding and directing individuals towards their ultimate future. Even if the journey seems difficult, you will reach your intended destination with Power the Fight by your side. Our approach is clear, engaging, and tailored to 11-13 year olds, offering a playful tone that inspires hope and optimism.
“What are your dreams for your future?”
Our aim is to empower our audience. Using instagram, we will ask our audience what they dream for their future and project their dreams on a billboard screen in real time. By encouraging our audience to interact with the campaign we can amplify their voices, empower them, and make their dreams heard.
The Dream Hunt
We want to engage with our audience through something they enjoy, mobile games. With inspiration from treasure hunt games such as Pokemon Go, we want to launch a game called “The Dream Hunt”.
Users will travel to different stations on the tube map and scan the tube sign. In the game the sign will change to one of the dream destinations on their map and the goal is to fill up their entire tube map with all of the dream destinations.