Influencing the Influenced to Be an Influence

Teens are drowned with many voices. Best friend, dope, chemistry, beer, Mom, boyfriend – they hear it all. Sometimes, all they need is an outside source to pull them up out of their defeated posture and into self-assurance. The campaign Above the Influence knows this well. They are created to be a resource rather than another message. Their content is obviously made around the audience and for the audience.What they have to offer intends to bring teens above the dense, muddled confusion. Above the Influence speaks of clarity and empowerment.  How does this campaign position teens to effectively receive their intended messaging?

                 We must, first, examine the aspects at play. This campaign stresses the act of "rising above" pressures and influences that may be too overwhelming. They do this by offering an agency of personal empowerment in many different areas. Above the Influence communicates this launching pad through advertisements and a website full of strategies and, essentially, answers. This place creates their scene. What's the motive behind all this work? The campaign strives to identify the unanswered pleas from teens; providing a place that will ultimately reduce negative choices and result in consequences. It would seem that the agent, teens, would be the dominant aspect within this function. Contrarily, in order for their act to be effective, it has to trump the power of the teens in question. Before teenagers receive the help this campaign offers they have to submit to the confident roles portrayed.

                Above the Influence tells their audience how to behave.With teens in need of self-identification, this campaign does not hesitate to tell them who they can be. Throughout their resources, stories are retold about those they are assisting. This takes the three-dimensional complications and experiences of the teens in need and one-dimensionally conforms them. Rachel is no longer worried about her need for affirmation after reading through the "comebacks" Above the Influence provides for sticky situations. She just knows she has problems with her boyfriend's sexual pressures.Now because of this campaign's obviously effective applications, she too can, "rise above". This burst of positive messaging takes defeated philosophies that are overwhelmed by pressures and supplies them with videos, self-expression, comebacks, hotlines, ect. If teens believe they want the same ideal as Above the Influence then they will follow, apply their baggage to it's messaging and believe the success in the answers offered. This campaign works because it embraces teens wanting to change, by telling them how to fit into their ideals and answers.

Above the Influence Homepage