E4 Skins - How ‘Generation why should I care’ came to care about E4’s Skins

This Gold award-winning paper details the campaign for E4's TV teen drama 'Skins'. E4 is aimed at younger viewers (in 16-34 age range), and the objectives of the communications were to generate a significant and committed audience for the show among this group and make Skins a 'lighthouse' programme for the channel.
Agency: 4 CreativeAuthors: James Walker, Joanna Bamford, Simon Hankin, Andrew Stirk, Jonny MacKay, Ben Milligan, Cameron Saunders, Lindsay Nuttall, Greg Smith and Richard Helyar

E4 Skins – How 'Generation why should I care' came to care about E4's Skins

Generation Why Should I Care?

They are the most ethnically diverse generation Britain has ever known. They've grown up with mobile phones, gaming and the Internet. They embrace technology as an essential part of their lifestyle. They don't read manuals or pay attention to rules; they jump in, bash buttons, work things out for themselves.

They consume...

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