Our campaign for the Scottish Violence Reduction Unit and partners aims to start a conversation that discourages young people (aged 11–13) from engaging in filming fights and peer violence before sharing it online or in group chats.
Discover
In a bid to get under the hood of the issue and the audience, this campaign was co-created with young people from across Scotland. Every stage of our process - the strategy, concepts, designs and, most importantly, messaging - was sense-checked with our target audience.
Develop
We quickly understood that there can be two types of ‘fight’ taking place - the physical fight, and the fight for likes; the jostle for approval; the popularity contest. Many young people don’t consider the repercussions of sharing violence or how it can affect people’s lives. Others are peer pressured into getting involved, even though they don’t actually want to.
Deliver
Our final campaign leads with a social animation that holds a mirror up to this type of behaviour. It helps young people see the consequences of getting involved and it gives them the permission they need to switch off, silence, delete or quit this type of content.
