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Make It 16 Campaign Coverage

The Campaign

The Make It 16 campaign, led by young Australians, aims to lower the voting age to 16, empowering young voices in the democratic process. Our media company was engaged by the Foundation for Young Australians (FYA) to capture the passion and drive of the campaign’s youth leaders, as well as to document the impact of the campaign on communities and participants.

The Challenge

  • Diverse Audience Engagement
  • The campaign needed to resonate with a diverse audience, including young people aged 11-17, adults, and politicians. Each group had unique perspectives and motivations, making it challenging to craft a message that would appeal to all.
  • Varied Content Requirements
  • It was crucial to authentically capture the enthusiasm and genuine experiences of the young leaders without overshadowing their voices with overly polished production.
  • Tight Timelines
  • The project required a quick turnaround for specific deliverables, particularly the raw cuts of interviews and the social media reel, to maintain momentum and relevance.​

The Solution

Targeted Content Strategy

We developed a content strategy that tailored messaging to each audience segment. For young viewers, we focused on relatable and inspiring stories of peer leaders. For adults and politicians, we highlighted the campaign's broader societal impact and the importance of youth engagement in politics.

Authentic Storytelling

To ensure authenticity, we used a documentary-style approach, capturing candid moments and honest interviews. This method allowed the young leaders to share their stories in their own words, highlighting their passion and dedication.​

Efficient Production Workflow

To meet tight deadlines, we employed a streamlined production workflow. This included a well-organized shoot schedule, real-time editing of footage, and clear communication with FYA to ensure timely feedback and approvals.​

Project Goals

  • Celebrate Youth Leadership
  • Highlight the passion, vision, and energy of young people leading the Make It 16 campaign.
  • Demonstrate Campaign Impact
  • Showcase how the campaign is influencing communities and the journeys of its participants.
  • Inspire Recognition
  • Portray young people as powerful change-makers and inspire audiences to recognize their diversity and influence.
  • Foster Community
  • Encourage a sense of community among young people advocating for social change.

The Plan/Creative Process

Key Message

  • Our coverage aimed to portray young people as powerful change-makers, highlighting their diversity and influence. We sought to inspire our audience to recognize the significant role youth can play in societal change and to foster a sense of community among young advocates.

Editing Style and Tone

  • Tone: Positive, upbeat, and inspiring.
  • Style: Quick-paced and energetic, focusing on capturing genuine moments and the vibrant energy of the event.
  • Our team developed a creative plan that emphasized the authentic representation of the youth leaders, capturing their enthusiasm and commitment to the cause. We planned to interview key participants, documenting their personal stories and motivations for joining the campaign.

Assets and Deliverables

1: Video Deliverables:

  • Event Recap Video: A comprehensive video showcasing the event highlights, including the two interviews (landscape format).
  • Social Media Cut: A 20-30 second video designed for social media platforms (portrait format).
  • Raw Cut of Youth Council Introductions: A raw cut featuring youth council members introducing themselves.

2: Photography Deliverables:

  • Individual Photos: Images capturing the energy and passion of participants.
  • Group Photo: A group photo of the Make It 16 team in front of Parliament House.
  • Genuine Moment Photos: At least 20 candid photos from the event, showcasing authentic moments and interactions.

Target Audience

Primary:

Young people aged 11-17 across Australia.

Secondary:

Adults who are allies for young people, including parents, educators, and politicians.

The Production Process

Pre-Production

  1. Planning: We collaborated closely with FYA to understand the key messages and objectives of the campaign. We also identified key participants and planned the interview questions to elicit compelling stories.
  2. Equipment Setup: We ensured that all necessary equipment, including cameras, audio gear, and lighting, was prepared and tested for optimal performance.

On-Site Production

  1. Event Coverage: Our team captured the event in real-time, focusing on the energy and interactions among participants. We documented speeches, group activities, and candid moments that highlighted the campaign's spirit.
  2. Interviews: We conducted interviews with two youth council members, capturing their personal stories and perspectives on the campaign. These interviews were essential in conveying the passion and dedication of the young leaders.

Post-Production

  1. Editing: We edited the footage into an engaging event recap video and a shorter cut for social media. The editing style was dynamic, using quick cuts and energetic music to match the upbeat tone of the campaign.
  2. Delivery: We provided the raw cuts of interviews the following day and delivered the final event wrap-up and social media reel within 2-3 weeks.
The Result

The Make It 16 campaign coverage was a resounding success. The event recap video and social media cut were widely shared across various platforms, significantly increasing the campaign’s visibility. The authentic storytelling and engaging visual content resonated with the target audiences, inspiring a positive response from both young people and adults. The timely delivery of raw cuts and the final edited pieces allowed FYA to maintain momentum, keeping the conversation around youth voting rights vibrant and engaging. The positive tone and genuine representation of the young leaders helped foster a sense of community among campaign participants and supporters, furthering the campaign’s goals and objectives.