Teens feel more than their fair share of pressure. That middle part of the journey between childhood and adulthood can be confusing, confronting and isolating. Not-for-profit organisation, The Reach Foundation, exists to inspire teens to believe in themselves and to help them manage their struggles to get the best out of life.

The foundation works on a youth-led model, fostering personal development and empowering young people to feel more confident and self-aware. It provides workshops and resources that any teenager can use.

The Monkeys is helping to deliver its message with a print and outdoor campaign, Pressures. The classic poster-style ads show a teen literally confined – a metaphor for the everyday situations in which teens are pressured to conform – schoolyard, social media or sports field – and urge Australians to go online to The Reach Foundation’s website to learn more about how Reach works.

The Reach Foundation national manager, brand & campaigns, Eleanor Bignell, explained, “School, family and social media are three common themes that come up in our work with young people and feeling boxed in is the one thing that ties them all together. The pressure to conform, to be someone else, and to not speak up about it, is slowly suffocating the young people of Australia.

“This powerful campaign created by the amazing team at The Monkeys aims to highlight the invisible pressures young people face every day and bring awareness to the work Reach does to help young Australians feel less alone.”

The Monkeys Melbourne chief creative officer, Ant Keogh, added, “With Pressures we hope to dramatise the isolation many teenagers feel and let them know that Reach is there to help.”

The campaign was produced by Doone Colless, retouched by Dave Mercer and photographed by Neil Bailey.

Bailey noted, “As the parent of children of a similar age, I was more than happy to shoot the campaign and support the important work that Reach does.”

Credits:
Agency: The Monkeys Melbourne


Chief Creative Officer: Ant Keogh

Executive Planning Director: Michael Derepas

Planning Director: Gareth Evans

Art Director: Joe Sibley

Writer: Hugh Gurney

Head of Production: Romanca Jasinski

Designer: Jess Ramsey

Group Content Director: Lee Lowndes

Content Director: Jantine Wigboldus

Content Executive: Jessie Roper

Production Company: Coco Productions

Photographer: Neil Bailey 

Producer: Doone Colless

Stylist: Bec Cole

Hair & Makeup: Virginya Sutton

Retoucher: Dave Mercer

Client: The Reach Foundation


National Manager, Brand & Campaigns: Eleanor Bignell