Choices

Background

In the past, the Department of Justice (DOJ) has funded print media campaigns in response to the fact that young adolescent males are not fully hard wired to comprehend the consequences of poor decision-making by informing them of the consequences of bad behaviour.

Utility Creative worked with DOJ with an idea to develop an interactive program to teach young males about making the right choices in life.

Challenge

The challenge was to devise a program to be rolled out in secondary schools in areas with high rates of youth violence that would engage the target audience and provide them with genuine insight into their decision-making.

The team collaborated with adolescent psychologists to write the program that consists of a range of audio and visual material including an interactive game facilitated by guest boxers such as Sam Soliman. The program helps young males understand their critical life-stage, and the difference between good, bad and ugly choices within the context of consequences.

Outcome

Since its launch, the Choices program has been rolled out to over 150 groups statewide. The program has evaluated positively with the majority of participants showing significant improvement in their awareness of the consequences of their actions. As a result the program has received three rounds of funding and additional programs have been developed based on the Choices model to target adolescent females and Koori males.

The program gained outside interest from the Collingwood and Western Bulldogs football clubs with Brownlow Medallist Dane Swan and Daniel Cross guest facilitating a number of sessions. The program was the theme of a Collingwood/Geelong clash at the MCG with Dane Swan featuring on the cover of the AFL Record for an article on the importance of good decision-making.

In addition the program has received press numerous times in the Herald Sun and The Age newspapers and on Fox Footy.

Liver Life

Background

Diagnosis and treatment options for hepatitis C have significantly advanced in recent years with the introduction of less invasive diagnostic technology and simpler treatment options.

The Kirby Institute together with the University of New South Wales have developed a free Fibroscan program to be rolled out in needle exchange centres to assess the liver health of at risk candidates.

Initial research with the target audience highlighted a lack of willingness to undertake such tests with participants citing that they were averse to finding out ‘bad news’ or had heard ‘horror stories’ from their peers about the invasiveness of older testing procedures.

Challenge

The challenge was to devise a campaign brand to persuade a sceptical and reluctant audience to take the test and get treated if diagnosed.

A unique visual language was developed and people from the target audience with hepatitis C or who had undertaken the test were photographed and filmed telling their stories.

The visual language and stories were tested amongst the audience to determine their effectiveness.

Final deliverables included a short booklet, a series of posters, a series of short videos and a website.