Spencer du Bois has created a campaign for Lambeth Council in south London to challenge the myths surrounding young people’s involvement in crime and highlight the support available to them.
The campaign, which launches today, features Lambeth teenagers who are positive role models in their community, and urges people to ‘check the label’ before stereotyping them.
It also aims to drive visitors to the council’s Young Lambeth website which highlights activities for young people.
Posters will feature on buses, bus stops and other advertising slots around the borough, and the campaign will also run in the council’s Lambeth Life newspaper.
Spencer du Bois won the contract following a pitch last month.
Claire Biscard, design director at Spencer du Bois, says, ‘The public’s perception of young people is often tarnished by the minority who make the headlines. The concept is based on the facts. We didn’t want to create a patronising or fabricated marketing message.’
John Boreland, 18, from Brixton, who appears in the images, says, ‘I think this campaign is a good idea because the way young people are portrayed in the media at the moment you don’t see many positive things.
‘The campaign shows that just because you come from a certain area doesn’t mean people can judge you – things aren’t always how they seem from the outside.’