36 Months: 36 Months
The advocacy group 36 Months tasked FINCH with addressing the escalating teen mental health crisis caused by social media. They needed to mobilize parents, experts, and policymakers to drive legislative change, specifically aiming to raise Australia's social media access age from 13 to 16.
Creative Idea
It leveraged collective parent voices and media pressure to force legislative action on social media age.
The campaign mobilized parents, experts, and celebrities through strategic media and political engagement to create an unignorable chorus of voices, successfully pressuring politicians to pass legislation raising the social media access age from 13 to 16 by offering a clear, singular policy objective.
Creative Strategy Deconstructed
Company
An advocacy platform that could unite diverse stakeholders around a clear legislative goal to protect adolescent mental health.
Category
The category often relied on outdated U.S. standards and placed responsibility solely on parents, lacking unified legislative action.
Customer
Parents and Gen Z felt deep concern about social media's mental health harms, wanting stricter regulation and legislative protection for youth.
Culture
A growing global conversation and public anxiety about adolescent mental health, coupled with a desire for government accountability, created fertile ground.
Company
An advocacy platform that could unite diverse stakeholders around a clear legislative goal to protect adolescent mental health.
Category
The category often relied on outdated U.S. standards and placed responsibility solely on parents, lacking unified legislative action.
Strategy:
Mobilize public concern into a focused legislative demand to shift responsibility from individuals to government.
Customer
Parents and Gen Z felt deep concern about social media's mental health harms, wanting stricter regulation and legislative protection for youth.
Culture
A growing global conversation and public anxiety about adolescent mental health, coupled with a desire for government accountability, created fertile ground.
Strategy:
Mobilize public concern into a focused legislative demand to shift responsibility from individuals to government.
Strategy Technique
Turn the Brand Into a Movement
By mobilizing parents, experts, and policymakers around a singular, actionable objective, the campaign transformed into a powerful advocacy movement. It leveraged collective public concern to drive legislative change, making it bigger than just an ad.
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Creative Technique
Apply Social Pressure
The campaign directly mobilized over 100,000 parents to sign a petition, creating a powerful physical symbol of public demand. This collective action generated immense social and political pressure, making the legislative change undeniable.
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