Insight
We are not our real selves around family
Gen Z is tired of being lectured when being themselves but sometimes, parents also feel embarrassed about not knowing some things that their children do. The truth is, generations don’t perceive each other negatively but are just scared of being perceived negatively by each other, preventing them from being themselves.
Solution
A silly letter-writing kit from Royal Mail for families to get to know each other better.
Through discussing the things that don’t matter (like your thoughts on toothpaste), families can work up to discussing the things that do with no judgment.
Activation 2
Installation
Gen Z is given the opportunity to try responding to a prompt and practice sending it to their parents. The prompt is changed every day to keep people interested and responses will be displayed as part of the installation.
Activation 3
Newspaper of Magazine Ad
An ad in the newspaper that Gen X can cut out and use to send a letter to their child. The expected outcome is for them to engage with the ad, scan the QR code, or ask their child about the product, letting them know about it too
