Our strategy was to create conversations online about teenage struggles of all sizes. Our insight was that we all had aspirations and struggles when we were young and many of us only shared them with our personal diaries.

As teenagers we captured our raw emotions on the pages of these diaries that now have become time capsules of our frightened and frustrated pasts.

What if we all shared these diaries as a way of showing support to youth and starting a conversation about Reach and its programs? And even better what if we could view the personal diaries of celebrities written before their fame, that would surely spark the interest of the media and get people interested and talking.The first phase was a call for entries to celebrities asking them to submit their own intimate diary confessions to our website, www.openbookproject.com.au. The followed outdoor, press, radio and direct marketing.

As our celebrity’s stories spread through the media, the public became captive. What started as a trickle soon became a flood of entries with more people sharing their real life stories.The campaign was very successful in its awareness objective reaching 9.1 million Australians with 59,994 page views and an average site visit of 5 minutes over the one-month campaign period. Due to huge media interest in our celebrity stories and the Reach cause we achieved $1,271,440.78 of editorial coverage across TV, print, radio and online mediums for the $40,000 outlay.