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Integrated
The Reach Foundation: Open Book
DDB Group Melbourne and the Reach Foundation partnered together to create an awareness campaign called ‘The Open Book Project’.
They wanted to show teenagers that everyone – even the most famous and successful people in Australia – went through exactly the same stuff once. So they asked celebrities for their teenage diaries and published them online at the Open Book Project.com.au. What started as a trickle became a flood of entries and interest. TV and radio personalities read their own diaries on air. National newspapers printed politician’s intimate confessions. Actors, sports stars, musicians and comedians all contributed stories of difficult times, determination, dreams, first loves and broken homes. As we turned these entries into other mediums like outdoor, press, radio and DM, the public became captivated by these intimate glimpses compelling them to share their own online. The Open Book Project generated over $1.2 million of editorial coverage, and spread Reach’s message to more than 9.1 million people, all on a $30,000 budget.
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