The Duke of Ed encourages Aussie teens to explore their potential through a series of activities, recognising their achievements through their awards programme. They were looking to triple their registrations by 2025 and needed a campaign (a first for the brand globally) to deliver on these numbers.
We created a new brand platform, ‘Be your own champion’, to empower teens to back themselves and build the skills needed for future success. Designed to slot seamlessly into the social feeds of our Gen Z audience, we delivered a bright and bold UGC-styled campaign that featured a cast of real teens already undertaking the Duke of Ed Award. Our cast was as diverse as the activities offered by the Award, helping include and inspire young people from all walks of life.
