Namely, that the Home Office has taken a bold and positive approach by consulting young people on the direction of the campaign, as well as making them a integral part of the communication.
However, while I salute the agency and the Home Office for their bold strategy, I look around and struggle to see other examples of similar consultative campaigns.
This would seem to be a common sense approach, where consultation with target audiences, especially on sensitive issues, can help to develop an impactful campaign. This is especially true when trying to engage hard to reach groups.
Don't get me wrong - I'm not suggesting every campaign should take this route - but surely in an age where the agency buzz words are 'insight, integration and innovation', this has to be a viable approach.
Peter Jervis, freelancer