The Duke of Ed has big ambitions to triple their registered and paid participants by 2025 with their first ever global advertising campaign. With the aim to better connect the brand with Gen Z, we created an inspiring new brand platform, “Be Your Own Champion”, to empower teens to back themselves and build the skills needed for future success.
As a youth development program, the Duke of Ed encourages Australian teens to explore their full potential through a multitude of activities and recognises their achievements through Awards. However, even as a global brand with an illustrious legacy, its ability to communicate with its target audience was diminishing. Duke of Ed approached Paper Moose to develop a creative platform and campaign that would re-energise their brand and inspire teens to join the program.
The days of celebrities as a source of teen inspiration are over, they now prefer to look to their peers. Building off our “Be Your Own Champion” platform, we positioned teens as the main character in their journey. This allowed our campaign to show how every student’s journey can be tailored to their ambitions through the breadth of activities on offer.
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.
