It’s just a phase. That’s what your mum and dad used to shout at one another when you were driving them mad as a teen. And what they whispered to you when you thought you were going mad.

It’s also the theme of a beautiful film by Rothco for Soar, a collective movement that supports Ireland’ youth, to raise awareness around perhaps the most uncertain and anxiety-driven time in people’s lives – adolescence. In Rothco’s film, It’s Just a Phase empowering. “Your adult life is about to begin and the possibilities are endless,” the film concludes.

The film, which was directed by Motherland’s P.O.B, puts every viewer back in the shoes of a teenager. Its true understanding of teenage is as much its strength as is its quiet reassurance.

“To create the film, it was really important for us to work with teenagers at every phase of production to make the campaign as authentic and real as possible,” noted Stephen Rogers, creative director at Rothco.

“No matter your gender, nationality or ethnicity, every single one of us has experienced being a teenager and knows how tough those years can be. It’s a time when you’re no longer a child but not yet an adult, and trying more than ever to figure out your place in the world. It’s almost cruel that our most formative years, when anything is possible, can be filled with so much uncertainty and anxiety. Add to that the struggle to be heard by adults and your feelings being dismissed because of your age, and it’s no wonder so many teens lack in confidence and self-belief,” Rogers added.

Soar believes that every teenager is brimming with potential, and through wellness workshops, can unlock that potential, leading to more confident teens and a more empathetic society.

The voiceover, inspired by both spoken word poetry and performed by Holly Gregg, was written by Rothco copywriter, Kate Waters, who won the greenhorn award at the annual Institute of Creative Advertising and Design (ICAD) awards two years ago.

“We held groups and chatted with young people because we wanted to get under the skin of the positives and negatives of this phase of their lives. We also attended Soar workshops to fully immerse ourselves in what they do. There were no actors. We made sure real teens were the stars of the film”, noted Waters.

Director, P.O.B, added, “Teaming up with Soar on this project, gave me a chance to understand what issues teenagers are facing these days. The cast are the driving force behind this piece, working with real teenagers makes the film more relatable and authentic.”

The film is running online.