bright young things
contents
3
brutal youth
11
brutal outlets
15
bright young things
19
partnership
21
social media
23
web page
bRUTAL
YoUTH
It has been documented that Generation Y has become disengaged with society. At present, the resident population of the UK is just under 61 million – young adults aged 16-24, account for 12% of that number (7.4 million). The perception of young adults in the UK has altered over the past decades. According to the Youth Media Agency, 76% of young people believed media reports of the youth are negative, leading to strained relations with older generations. The career path and route to adulthood has changed, in comparison with previous generations. It has become common practice for young adults to live in the family home for longer, with many staying until their mid-to-late twenties. In 2011, nearly 3.0 million adults aged between 20 and 34 were living with a parent or parents, the greatest proportion of this group were aged 20-24. The result of this being, young adults are becoming increasingly less financially independent. Many would suggest the levels of adolescent wellbeing are rapidly declining. The UK has the highest rate of under 17 year olds living in households with income less than 50% the national median in Western Europe. The 2011 United Nations Report on Adolescent Welfare – ‘a comprehensive assessment of the lives and wellbeing of adolescents in the economically advanced nations’- found the wellbeing of adolescents in the UK to be the worst of all the economic advanced nations studied. The UK was polled bottom, below Poland, Hungary, US and virtually every European or Western Nation, in the Report that assessed factors such as, unemployment, education and cultural resources.
3
“There are a broad range of factors which are correlated with poverty that impact on the lives of young people. They are academic underachievement, drug and alcohol abuse, unemployment, homelessness, crime, pregnancy and parenthood. They all increase the chances of the social exclusion of young people.� (Wilkinson, 1994)
5
* 7
However it would also seem that levels of low adolescent prospects are not limited to those deemed under the poverty line. In contrast to previous generations, young adults aged 16-24 are encouraged to remain in education for longer periods. In 2011, 341,605 young adults aged 17-30 were in a form of higher education. Conversely, an increase in tuition fess in England, now up to £9000 a year, has led the demand for higher education to decrease. UCAS has reported a 6.6% fall in people taking places in English Universities for autumn 2012. The sum off all student loans in England has risen dramatically since 2006/07, climbing by 110% to reach £6.2 billion in the academic year of 2011/12. Therefore, it would seem Young People are now seeking alternatives to higher education. In July to September 2013, 965,000 young people aged 16-24 were unemployed. Consequently- there were 335, 900 people aged 18-24 claiming Job Seekers Allowance in October 2013. Despite, the high levels of unemployment and extortionate university costs, there have been no significant Government initiates to combat mass youth unemployment. It is inevitable, therefore that dismal prospects for the youth today have led to frustration- in turn brutality. It would also seem that adolescents fortunate enough to be in education or hold a job also hold this feeling of resent and bitterness. Many hold the view, that only a small proportion of society share concern for the future of Generation Y. This view is not unjustified in light of the negative media representation and increasing government spending cuts. According to the IPPR’s figures, young people have been hit hardest by public spending cuts, with 16- to 24-year-olds facing cuts to services worth 28% of their annual household income, compared with 10% of the income of those aged 55-74. As a result it would seem that many of Generation Y too have begun to hold these ideals.
bRUTAL
Outlets
11
Uninspiring prospects for the youth of today, have undoubtedly led to frustration. A recent Vice Online interview with the disengaged youth, pinpointed this frustration to the revelation found by many- ‘”the sudden realization that your future will have little relevance to your passion.” This frustration has manifested itself online, the virtual playing field for the brutal youth. As the first generation to grow up with the Internet, endemic abuse and misogyny have become common practice online plaguing; social media, memorial sites and forums, under complete anonymity. According to the i-SAFE foundation, over half of adolescents and teens have been bullied online; with an equal number engaging in cyber bullying. The Internet has become a sanctuary from normality. In addition to cyber-bullying, a new epidemic has emerged in the form of ‘Internet Trolling’. Research has found the average profile of an ‘Internet Troll’ to be: pre-pubescent males aged 13-21. It has been argued that Internet Trolling stems from dis-inhibition; brutality online is a by-product of a changing society. It would appear certain forums are now a place to express prejudices that can no longer be aired in public. Throughout history, the younger generation has found outlets for this feeling of frustration through creativity, for the present this is technology driven. It is clear that the Internet has become this outlet, but how can this frustration be released online in a positive manner?
react
tion
15
15
Fashion is an extension of expression- a creative outlet for frustration. Bright Young Things is an anti-blame activist, Fashion campaign engaging this brutal youth. The campaign is in response to the online brutality and lack of motivation expressed by Generation Y. Bright Young Things acts as a positive online outlet for this brutality- a creative hub for the brutal youth. The hub allows users to post illustrations, photography, articles and style-boards. More than just a hub, our philosophy is taking ownership of your future- regaining the career aspirations held at a young age. We are born full of ambition, but with age this seems to disappear. The Bright Young Things provides a creative platform for talented individuals, in a bid to realise their potential. Bright Young Things attempts to convert this potential into prospects, aiding a transition into the Industry. Bright Young Things aims to capture the attention of creatives aged 16-24, approaching adult life that have become disengaged with their creative future. “Take note, you Bright Young Things, the youth of today is brutal; don’t play the blame game- fashion your future. “ #BYT
ASOS ASOS ASOS ASOS
*
19
ASOS
19
As a completely web-based entity, ASOS has encapsulated the Internet Generation, branded “the undisputed champion of online shopping” by The Times Magazine. ASOS, established in June 2000, is the UK’s largest independent online fashion and beauty retailer. ASOS.com attracts over 21 millions unique visitors a month, with over 13.2 million registered users. The ASOS demographic is 16-34 year olds, encompassing the target demographic of Bright Young Things. This combination of online presence and volume of visitor’s aged 16-34 makes ASOS the idealist platform and alliance for an Internet- based fashion activist campaign. The philosophy of Bright Young Things is in keeping with that of ASOS. The ASOS foundation “an independent charitable trust funded by ASOS, provides inspiration, support and training for disadvantaged young
people to help them overcome barriers and change their lives for the better.” The Foundation creates opportunities, in partnership with the Princes Trust, for young adults. In July 2013, ASOS launched the Stitching Academy a series of six-week internships, an extension of the National Apprenticeship in Fashion and Textiles Apparel scheme. However, enterprises such as the Stitching Academy received little publicity. Bright Young Things would act as an extension to these social initiatives in place, providing an external platform. ASOS recorded total sales of £753.8 million, with an aim of £1billion annual sales by 2015. It is realistic therefore that ASOS would be able to make a sufficient contribution to the cause. Bright Young Things would act as a bold, forward thinking publicity campaign. Following success at Cannes Lion, credited for their Christmas Best Night Ever Campaign, ASOS are not shy to make bold, grand advertising campaigns that take advantage of the digital platform they possess.
social media
21
Social Media is crucial to creating momentum, therefore crucial to a campaign such as Bright Young Things. In order to create a cult following, Bright Young Things must have a significant online presence. As established through research of Generation Y and their desire for the instant- the BYT social media pages will enable to continual point of contact for young creatives. The pages will allow for conversation between the cause and creatives. The Bright Young Things social media campaign will include the pages; Facebook, Twitter, Instagram and Pinterest. The Facebook and Twitter pages will fulfil the campaign conversation between those wishing to join the campaign. The pages will offer links to website content, such as blog posts and interviews with Industry professionals. Alternatively, the BYT Instagram and Pinterest pages will offer a platform for displaying work posted on the hub, fully crediting the young designers. In order to create initial momentum, the ASOS Bright Young Things movement will launch with FYF- Fashion Your Future Day. A specific date dedicated to revolutionising your career prospects, regaining an ownership of your future and aspirations held at a young age. This launch, advertised months in advance will be social media supported- those joining the movement will be encouraged to change social media avatars to a childhood photograph. The childhood photograph will signify a change in your approach to you career and motivation- advice for which will be found on the Bright Young Things website. Iealistically this will also be in conjuction with an online event- a daylong streaming of webinars with industry professionals, such as Kate Bostock (former Head of Clothing at Marks and Spencer/ ASOS).
21.
WEb page
23
The Bright Young Things website acts as the creative hub for the brutal youth. The hub allows users to post illustrations, photography, articles and style-boards. Young creatives are encouraged to join the revolution, uploading creative snapshots that articulate their style and aspirations. The hub is a source of inspiration- activists are encouraged to be inspired by the work of others. Additionally, the website will host useful content for those wishing to enter into the Fashion Industry. BYT Fashion Your Future, in partnership with ASOS, is dedicated to providing all the tools for those pursuing a career. In addition to information about their graduate schemes and internships with the Stitching Academy, Fashion Your Future will provide workshops, such as CV and Interview Workshops. The aim of Bright Young Things is to initially inspire, therefore the website will also include thought provoking inspirational relevant content. Idealistically, the website will include video interviews with professional at different stages of their career and webinars. This content will also extend to the Blog- featuring posts such as the recent Youth Parliament Debate 2013 and Paul Smith Exhibition Review. The website aesthetics are fun and creative, in keeping with the premise of the campaign. The website remains is visually accessible, therefore inviting.
25
The website aesthetics are fun and creative, in keeping with the premise of the campaign. The website remains is visually accessible, therefore inviting. The graphic logo of a fist and lightening bolt creates a sense of anarchy and revolution, in an attempt to stir creative aspiration within the Brutal Youth. Following this theme of revolution, the typography references Russian propaganda posters.
W