Teen 2 Teen | download pdf case study

teen 2 teensituation:

Philip McAdoo, a Broadway performer, and Dina Slawson, Director of Academy of Theatre Arts and the ATA Theatre, were both eager to create a unique and captivating identity for Teen 2 Teen. A theatrical alliance of talented teens from varying racial, social, and economic backgrounds, Teen 2 Teen was developed to help forge strong relationships between young people based on their love of performance.

McAdoo and Slawson where completely aware of the need and ready for an engaging brand identity that would appeal to teens and donors. No one is more critical than a teenager, and many adults no longer see the importance and intrinsic long-term benefits the performing arts can provide in the life of a young adult.

challenge:

Explain the advantages of involvement in community-based projects, illuminate the advantages theatrical knowledge can provide to a young person and encourage teens to find a constructive outlet beyond the classroom.  Express the core values of the organization and position Teen 2 Teen visually, to connect with a youth audience and appeal to potential donors at the same time.

 

solution:

jungle [8] knowing first hand the need for delicately crafted and authentic messaging for the teen market devised a strategy putting it’s youngest designers on the project. In conjunction with jungle [8] senior staff our young designers created a visual identity and language that talked to teens not at them. 

Working with McAdoo and Slawson, jungle [8] designed and implemented a lively brand identity expressed through a playful interactive web site, eye-catching and memorable collateral materials – crafted for both the program’s participants and donors. 

Since implementation, Teen 2 Teen has found support from Broadway Cares/Equity Fights AIDS. Participating teenagers have had the opportunity to perform with members of the Broadway cast of RENT at the Broadway Cares/Equity Fights AIDS “Gypsy of the Year” competition. 

The organization continues to make progress connecting teenagers worldwide, recently beginning “Road to Shanghai”, a ten-day cultural exchange program for young men raised in the inner city.