REACH / OPEN BOOK PROJECT

Reach believes that all teenagers deserve support, regardless of their situation. We wanted to raise awareness of Reach and show teenagers that everyone – even the most famous people in Australia – went through exactly the same stuff once. So we created The Open Book Project, publishing celebrity teenage diaries online at theopenbookproject.com.au and encouraging visitors to submit their own teenage diary entries to our site and their Facebook page.

The Project generated 59,944 page views, over $1.2 million of editorial coverage, and spread Reach’s message to over 9 million Australians in the month long campaign. It was also awarded at major advertising award shows including Cannes.

Top gongs:

Cannes 2012 – Bronze – PR and experiential

One Show 2012 – Merit – Interactive

Young Guns 2012 – Bronze – Not for profit

ADMA 2012 – Gold – PR and experiential