To catch the attention of a social savvy generation, The Duke of Edinburgh Award needed to reconnect their legacy brand with Gen Zs.

We started with an inspiring new brand platform, “Be Your Own Champion”, which formed the foundation for their first ever global advertising campaign.

The bright and bold UGC-styled campaign empowered teens to back themselves and build the skills needed for future success. Then off the back of benchmark breaking results, we launched a Phase 2 campaign which targeted a new audience – parents of young adults.

Increase in annual registrations
Increase in annual registrations
Increase in annual registrations

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.

The Duke of Ed’s first advertising campaign really resonated with the teens, prompting a phase 2 extension. The second phase targeted parents of teens by inviting them to support their child’s growth and development by registering for the awards program.

As a result, over 1.5M teens watched our videos and we drove over 25k teens and 15k parents to the website. We outperformed our CTR (Click-through rate) benchmark of 0.01% with a 0.43% CTR with teens and a 0.46% CTR with parents.

Nick Hunter
Jeremy Willmott
James Blow
James Sykes
Brad Bennett
Catho D'Souza
Daniela Wheatley
Katie McIntyre
Feryx Hui Ming Lim
Georgia Shillington
Evelyn Tran, Tchaan Wilson-Townsend
Susan Coles
Paul Khouri
Hannah Maher
Lucy Whirledge
Olivia Jeavons
Victoria Beck
Jake Ward
Patrick Moran
Oliver Trauth-Goik
Marcus Timpson
Caleb Jacobs
Shaun Graham
Kelvin Santos
Isabella Wild
Tomas Keyes
Courtney Westbrook
Ara Nu Stee
Cherry Chung
Jack Chesher
Ellie Hioe
Hazel Sherritt

We acknowledge the Traditional Custodians of the land upon which we create, the Gadigal People of the Eora Nation. We pay our respect to their Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander peoples today.

Always was, always will be, Aboriginal land.