Be Your Own Champion

Inspiring teens to channel their own inner champion
To catch the attention of a social savvy generation, The Duke of Edinburgh Award needed to reconnect their legacy brand with Gen Zs. We started with an inspiring new brand platform, “Be Your Own Champion”, which formed the foundation for their first ever global advertising campaign. The bright and bold UGC-styled campaign empowered teens to back themselves and build the skills needed for future success.

Over 1.5M teens watched our videos plus…

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Which resulted in….

  • NSW 10% increase year on year
  • QLD 14% increase year on year
  • WA 47% increase year on year

Purpose, passion and persistence starring… YOU!

To drive registrations and an increased  participation across the nation we leveraged a powerful insight –  Gen Z’s demand authenticity, preferring to look to their peers over celebrities as a source of inspiration.

The high tempo videos featured a cast of real teens already undertaking the Duke of Ed Award and were designed to slot seamlessly into the social feeds of our Gen Z audience.

This campaign re-energised the Duke of Ed’s brand and inspired teens from all walks of life to channel their inner champion and take part in the award program.