Australian Youth Campaign Analysis

How the focus of your campaign is relevant and suitable for 12-17 year old (include stats)

The focuses and ideas interwoven into our advertisement are relevant and suitable for the Australian youth because qualities presented are experienced by youths, beneficial to their development and applicable to daily life. Youths transition to adulthood through increasing independence, experiencing new challenges, chasing aspirations and changing perception.

Our campaign encompossases aspects of positivity, hope, optimism, resilience, managing emotions, work ethic and persistence. The theme positivity is central in our advertisement and displayed through encouraging social media posts (the Australian Youth Department’s instagram post on ‘Be anything

However, they are able to adapt, find ways to achieve their goals and act as role models for others. Youths will find this relatable as they experience stress from school, challenges (physical, social or emotional) and other uncomfortable situations during their growth. As a result, youths often feel misunderstood, isolated, unaccepted and have a negative attitude. This is all relevant to youths attempting to cope with study, financial, social or other pressures and the absence of a supportive family environment. Struggling to manage the additional stress of family conflict can make life especially challenging, hence limiting their ability to achieve their aspirations. BeyondBlue states that “Young people are most concerned about coping with stress, school or study problems and body image in that order” and that “a quarter of young Australians say they are unhappy with their lives”. For Australian youths, optimism and resilience are desirable qualities, essential to achieving their dreams and beneficial for their

Focusing on managing emotions is demonstrated in the advertisement when the student’s whose parents were financially unstable and in conflict choses to divert his attention by pursuing his academic goals. The Youth Survey 2014 reports one in five young Australians indicated strong concerns around family conflict. Other individuals in the advertisement deal with their failures and negative emotions by trying harder and maintaining a hopeful and positive mentality. Also, to ensure relatability for the target group, Australia’s multiculturalism is noted and casting a culturally diverse group of youths will effectively reach out to the specified