To reach the expectations of teens who grow up with anime, we worked with KOJI MORIMOTO, director of the Animatrix and animation director on the infamous AKIRA.Using the anime format, we integrated the message in the story, making it much more a part of the young people’s world.The website was supported by video projections of the experience in schools, a banner campaign and targeted seeding.

Our target spent an average of 10 minutes on the experience, with over 500,000 unique visitors. We received widespread national media coverage and a global reach.

Reviews of the experience have been overwhelming, teenagers feltthat the message was told in a very compelling way and didn’t feel patronising.