The agency was appointed following a competitive four-way pitch. Brooke approached the pitch process in youth focussed manner as it has traditionally developed its creative campaigns with young people.
Rather than pitching to Brook’s marketing team, the four agencies pitched to a committee of Brook teenage volunteers, who had the final say on which agency was appointed.
The teen volunteers wrote the creative brief for the pitch with the help of Brook’s marketing team.
Baber Smith will be create an integrated awareness raising campaign targeting under 25 year olds. It will launch in June and include press, outdoors, online, PR and retail partnerships.
Jules Hillier, Brook director of communications, says: “It’s important that our marketing resonates strongly with our under 25 year-old audience, so what better way of ensuring this than by entrusting our fantastic volunteers to handle the pitch process. We were presented with some brilliant concepts and ideas, so it’s credit to Baber Smith’s creative team that they came out on top.”
Brooke provides free sexual health services and advice for young people in the UK and aims to help them make informed, active choices about their personal and sexual relationships.