Highlights the long-term impact of childhood trauma and family violence.
Independent child and family service organisation Berry Street has launched 'When I Grow Up' via indie shop Young Folks.
The campaign shines a light on the long-term effects of family violence on children’s futures.
While news headlines frequently focus on youth crime, few explore its root causes - such as childhood trauma and family violence. 'When I Grow Up' reframes this conversation by centering on children’s aspirations and how violence disrupts them, shifting public perception from punitive responses to prevention and support.
At the heart of the campaign is a brand video where children express their aspirations for the future. However, instead of dreams of becoming teachers, nurses, or astronauts, their words reveal the potential consequences of early exposure to violence - unemployment, addiction, violence - highlighting the cycles of abuse.
The contrast of the children’s innocence with the confronting narrative and stark studio lighting, draws the viewer in with a tension that aims to shift public discourse beyond symptoms like youth crime and school disengagement, to the root cause.
"'‘When I Grow Up' highlights the long-term impact of childhood trauma and family violence, making more Australians aware of the need for early intervention," said Heidi Reid, executive director partnerships and engagement at Berry Street.
"This campaign is an important step in expanding our reach beyond those already connected to family services, education, and trauma support—helping more people understand the urgency of breaking the cycle."
Young Folks founder and managing director Erin Morris said the effects of family violence are felt long after it's stopped.
"With ‘When I Grow Up,’ we wanted to challenge the way people think about this issue, moving beyond statistics to the real, human cost," Morris said.
"Berry Street does life-changing work, and we’re proud to help bring their message to a wider audience."
The campaign was produced in collaboration with production company Noise Complaint and shot in a stripped-back studio setting, reinforcing the raw and unfiltered nature of the message.
'When I Grow Up' is live in market across digital and social media, with further activations planned throughout the year.
Credits:
Client: Berry Street
Executive Director Partnerships and Engagement: Heidi Reid
Marketing Manager: Luke Meney
Creative Agency: Young Folks
Creative Director: Marco Gonźalez
Copywriter: Sanam Goodman
Senior Account Manager: Adele Biondo
Production: Noise Complaint
On-set Direction, Editing: Jon Pisani
DOP: Cian Marangos
1st AC: Martin Wood
