Project Overview
Family and Community Services (FACS) launched an initiative aimed at young people in out-of-home care (OOHC) planning for their future. These initiatives were launched to promote the wide range of services and support available. Our agency was approached and commissioned by FACS to rethink its communications approach around key programs that affect youth.
Project Commissioner
NSW Department of Family and Community Services
Project Creator
Team
Project Commissioner - NSW Department of Family and Community Services
Project Creator - Frost*collective
Project Team - Group Creative Director: Ant Donovan, Account Director: Max Delplanque, Senior Designer: Alex Dalmau, Designer: Alex Baumann, Digital Designer: Zion Wu, Digital Producer: Nathalie Cano
Collaborators - Director: Ollie Ritchie, Photography: Ollie Ritchie, Photography Art Director: Rachel Knepfer, Production: Revolver, Video copywriting: Paige Livingston, Booklet copywriting: Sarah L. Clark, Website UX/UI: Squiz
Project Brief
Working with the FACS team, the YOU Campaign demanded a rethink of the department's programs and how it communicated to youth in the OOHC (Out Of Home Care System). In order to convey the broad range of rights that youth aged 15-25 years involved OOHC are entitled to understand and pursue, FACS realised the importance of understanding their audience and connecting differently.
Project Innovation/Need
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.
The project kick-started with a strategic phase. The naming and branding of the initiative followed. The logo conveys a positive and inspiring attitude with simplicity and personality. The new brand is supported by a 4-video campaign, a dedicated website and a 68-page ‘FACS Look After You’ booklet providing simplification around the Charter of Rights’ five key topics that youth involved in OOHC are entitled to understand and pursue - identity, how OOHC works, finding your voice and being heard, planning for the future and importantly, education.
Design Challenge
The challenge was to create a brochure that youth would be interested in reading and when doing so, would be able to access the information easily. Using highlighting throughout, the reader’s attention can focus on key points without the need to read the booklet in its entirety.
The overall result is a highly informative and educational asset that has an informal, friendly and approachable feel, and all distilled into a practical size that can be thrown into a backpack.
Effectiveness
“The work has an honesty and integrity,” said the client. “The campaign addresses information gaps that are pertinent to the health, wellbeing and future of some of our most vulnerable youth. These tools are vital to empower young people and to provide them with the information to assist in making informed decisions about their lives.”
The project, strategically a low-profile campaign to protect the target market’s exposure, is an excellent example of the use of design to contribute to the wellbeing of young people who are, or have been in OOHC.
The ‘YOU’ Campaign has helped the FACS team identify and articulate the key topics relevant to youth to support their future planning, therefore enabling them to communicate effectively and constructively in their marketing activity going forward.
Marketing - Film or Video
This award celebrates creative and innovative visual and audio corporate communications that place an emphasis on design values. Consideration given to the technical, conceptual and aesthetic elements, viewer engagement and message delivery.
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