Reach believes every teenager deserves support, regardless of their situation. We wanted to raise awareness of Reach and show teenagers that everyone – even the most famous people in Australia – went through exactly the same stuff once.

So we created The Open Book Project, publishing celebrity teenage diaries online at the openbookproject.com.au. TV and radio personalities, politicians, actors, sports stars, musicians and comedians all contributed intimate confessions.As the stories spread through the media, the public was captivated. The Project generated 59,944 page views in a month, over $1.2m of editorial coverage, and spread our message to over 9m people.

This was a month-long campaign only.The first phase was a call for entries to celebrities, actors, TV and radio personalities, politicians, sports stars, musicians and comedians asking them to submit their own intimate diary confessions to our website, www.openbookproject.com.au.

Then popular radio and TV personalities also offered their support to the campaign by reading their stories live on air, giving us widespread media awareness of the program for zero media cost.We also produced outdoor, press, radio and direct marketing using extracts from the celebrity’s diary entries. This in turn encouraged visitors to the site to submit their own teenage diary entries and post their stories via Facebook.

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 9.1m 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.