Raise the Age addresses the age of criminal responsibility through a direct-to-camera public awareness campaign. The project features adults reading tenth birthday cards, using documentary-style delivery to contrast the innocence of the occasion with sobering messaging.
Produced by TAG Australia, the campaign leans into a clean aesthetic with stark lighting to maintain focus on the subject matter. The execution prioritizes a vertical format for digital platforms, supported by creative direction from Unltd and media planning provided by Carat Sydney.
