Social media is failing our youth. Addictive algorithms have contributed to global rises in anxiety, depression, and self-harm among teenagers. Enter Before 16. A movement in New Zealand leading the charge to raise the legal age of digital protection from 13 to 16 to ensure our youth can grow up in a safer digital environment.
Before 16 required a brand that spoke to parents, government and kids alike, to gain support for their cause. With a strategic tone of voice and youthful identity, Before 16 would touch various audiences, balancing passion and education.
For decades, age ratings have protected youth in film, TV, and gaming, but not social media. Taking inspiration from this world, we shortened the name to B416 to create a symbol that acts as a new kind of rating. A flexible idea allowing for additional ratings as the movement grows.
With the key elements set, we launched a copy-led campaign to "Save Social from Media." To drive the petition toward its goal of 45,000 signatures, we used provocative calls to action, leading with headlines like "What Happens Online Shapes Offline" and "Don’t Let ‘Likes’ Replace Love."
In collaboration with Mata, we developed a tool to “filter” harmful content found on social media, providing a long-term framework for comms. This gave Before 16 a simple way to create an endless supply of striking content, using the platforms to advocate for their own reform.
09SuonareBrand Identity, Packaging2023
Next project09Suonare
Brand Identity, Packaging
2023
2023