#TheRealYoung, the new campaign of FAD and Saatchi & Saatchi
What it is said about young people is NOT REAL. It is said that young people do not involve with anything, they do not make an effort, they do not enjoy culture, they are all skaters and spend their weekends partying and taking drugs, among other things. But it is only what it is said, not the real truth, not the real young. #TheRealYoung wants to break with all those false stereotypes.
It is an historic campaign for Fad, since for the first time it is a campaign that focuses on the importance of promoting youth global development (and not only in the prevention of drug consumption). With the aim of dismantling different stereotypes that condition the adult’s gaze on young people and that, to a certain extent, hinder their development, it is addressed specifically at young people (15-29 years old) and is completely digital.
For the general director of Fad, Beatriz Martín Padura:
This campaign, The Real Young, is a very important milestone for Fad. For the first time we want to address directly to Spanish teenagers and young people, from you to you and in the environments where they move that are fundamentally digital. We want to give them a voice and help to break false stereotypes that hinder their development as they do not commit to anything, that they do not strive or that they are not interested in culture, for example. We know, through all our research, that these preconceptions are not true. They are the key to our future and they should be aware that we believe in their possibilities and what they are capable of doing.
The #TheRealYoung campaign responds to the new strategy, the change of image and the evolution of Fad towards the promotion of the personal and social development of adolescents and young people and contributes to fulfill an important challenge that Fad has ahead in 2019: to position itself as a social entity that works in favor of youth development from all areas that affect their well-being and not exclusively from the prevention of drug consumption.
The campaign consists of several audiovisual pieces (pieces of teaser, main piece of presentation of 120″, piece “Ironies” of 60″, five typographic videos of 15″, five videos of 8″ of attention or three pieces for Instagram stories), a series of creatives in a downloadable display format on the web therealyoung.com and two radio pieces of 20 “and 30”. In addition, it is planned to request the collaboration of influencers and celebrities in social networks who can contribute their support to the campaign and, also, propose a challenge in social networks to young people to interact with #TheRealYoung and be themselves who dismantle the stereotypes that are told about them.
#TheRealYoung was launched in January and will remain active until next April. So far the different audiovisual pieces of the campaign have already achieved more than 500,000 visualizations reaching more than three million young people in social networks.