When firstly thinking about the wording of the campaign it became evident that topics in which relate to the intended target audience should be used. As a result this a list of activities/topics in which young people are engaged with was listed.
An A-Z approach was listed in order to promote a word generation. This also allowed a wide variety of topic areas to be uncovered. Pop culture references were included, as well as other topic areas in which can relate directly to the demographic.
From this the above sketches were developed in which showcase the different words in which may be used. Social media references have been made in order to promote a platform in which the younger demographic largely interact with (young people spend 27 hours a week on social media), this in turn promoting a campaign in which the consumer can connect with. Other terms in which are related to the ways in which young people interact with society have been outlined such as sexting, and binge watching. By using terms in which apply specifically to a younger demographic, the consumer is able to easily engage with the campaign and apply their personal experiences to the campaign, making it far more impactful.
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