Ad of the Day: Charity busts Gen Z myths and ‘translates’ outdated opinions
The ad campaign by Accenture Song is for NCS (National Citizen Service) and hopes to reframe criticism faced by teens from wider society.
‘Outdated Translated’ features various youngsters busting myths that sometimes follow them. From speaking about mental health too much to spending too much time online, these teens are turning the negatives into positives.
One statement claims that “young people are so easily offended. They care about everything,” which is translated to: “young people are so empathetic. We care about everyone”.
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June Carter, head of marketing at NCS Trust, said: “Young people have had fewer opportunities to learn and grow in recent years due to the pandemic. At the same time, they’re very often subject to outdated views that couldn’t be further from the truth. This campaign tackles these misconceptions and shows how NCS can help young people embrace their passions and continue to grow their strengths through their online experiences.”
The ad will also be supported with out-of-home activations.
Nik Studzinski, chief creative officer at Accenture Song Brand UK, added: “Young people have a keen sense of smell. They can sniff out anything remotely inauthentic or insincere.
“That’s why we’ve created a campaign with genuine empathy for the outdated way they’re sometimes spoken to and treated by society. Using influencers that they relate to reinforces this tone and makes sure our audience feels their passions are represented in a positive light.”
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