YAS Culture
Strategic campaign to foster a sense of community and acceptance among queer youth.
Based off the statistic that in Australia, LGBTQA+ young people aged 16 to 17 were almost three times more likely than the general population to have attempted suicide in the past 12 months.
Designed to appeal to audiences both inside and outside of the LGBTQAI+ community. This campaign aims to inspire acceptance through the knowledge of language and culture. The minimalistic visual approach is discreet yet impactful to audiences who may find this topic confronting. Avoiding a rainbow-washed solution creates empathy and minimises the chances of knee-jerk reactions against the campaign.
