Accenture Song UK has created a campaign for NCS (National Citizen Service) designed to upturn and reframe the often pervasive criticism faced by teens from wider society. The campaign shows how young people engage with a wide range of passion points from gaming, to TikTok scrolling, to mental health advocacy–and that these should be respected, celebrated and nurtured, as they provide teens with the foundational skills and strengths essential as they transition into adult citizens.
NCS helps young people aged 15-17 become world and work-ready by providing a platform for personal development through a wide range of activities and experiences–including local community volunteering, online and some away from home, to build confidence, employability, life skills and mix with others.
Accenture Song’s brief was to drive brand love, interest and sign-ups by showing 15-to-17-year-olds that NCS is a time-worthy program that aligns with their core passions and provides meaningful experiences to amplify their potential.
The campaign sets out to “translate” outdated opinions about 15-17-year-olds. From TikTok scrolling to endless gaming–society tends to view teens’ passion-led pursuits as time-wasting. But the creative, collaborative and resourceful skills they are practicing through these channels are actually the skills needed for the 21st century, and skills the NCS program both nurtures and cultivates. The overarching campaign message highlights that where some see weakness, NCS sees strength.
In this 30-second hero film, “Outdated Translated,” directed by Jason Yan Francis via production company Chaos Paris, misconceptions about young people are vividly brought to life through three animated characters. Each represents the different channels through which some such views are spread: press, the internet and broadcast media. These misconceptions are then, translated and reclaimed as positives by Gen Z influencers Izzie Rodgers, Kailem Williamson and Lee Hinchcliffe.
Nik Studzinski, chief creative officer at Accenture Song Brand UK, said, “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 That’s why we’ve created a campaign with genuine empathy to the outdated way they’re sometimes spoken to and treated, by society.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.”
