Last year, ABN AMRO became a sponsor of Young Impact and the main sponsor of the Young Impact Day. This special day could not take place due to corona. Megawatt Advertising was asked to bring this partnership and great social initiative to the attention of young people through a striking campaign. Topic? Loneliness among our youth. Not a topic for the fainthearted but, for that very reason, extremely important.
It’s not surprising that some young people, today, aren’t at their best. They are in the prime of their lives and want to go out, travel, meet people and start relationships. Thanks to the current measures, these forms of self-development are under distress. With this campaign we are not going to solve a pandemic, social dilemma or climate problem. What we do want is to give young people the signal that their story is actually being heard. They don't want pity. Making the right impact is therefore a step in the right direction.
We’ve created a mood film. The film strikes a nerve, appeals to the imagination and visualises the problem. Loneliness among our youth. But, there’s a certain positive energy in it. The film must also motivate to join Young Impact. Mean something. The video is distributed online via the database of ABN AMRO and Young Impact and organically and paid via social.