Role: Concept Development, Art Direction, Copywriting

Bridging Unions into the Youths World

How do you make trade unions relevant to a generation that has changed the way it joins communities?

Instead of asking young people to understand the language of trade unions, we brought trade unions into theirs.

The concept used familiar digital formats, humour and simple explanations to make membership easier to understand and engage with. Memes created recognition on social media, outdoor activations around educational institutions drove people to the campaign, and a digital trade union dictionary translated complex terminology into everyday language.

Young people still seek communities, but increasingly in digital spaces they can move in and out of.

Extending the idea. The campaign was designed as an evolving platform rather than a fixed set of executions. From culturally relevant social content to contextual outdoor and physical activations, each touchpoint brings the union closer to the places, formats and communities young people already move through.

Young people still seek communities, but increasingly in digital spaces they can move in and out of.