Status is important to everyone. But I’d like to make a change in how young people view status. Because status isn’t what you wear, but who you are on the inside.
I’ve researched young people in the lower class, as well as juvenile delinquency, knife crime, and drug crime. My findings is that young people involved in crime are preoccupied with attention, respect and image. In order to get these things, they’ll work in the street so they can buy expensive clothes. This is their way of achieving a certain status, which at the same time gives them a materialistic outlook on life.
Status? is a social campaign about status and materialism made in collaboration with radio station FunX, which is already considered a major source of inspiration by the target group. The campaign, which runs on both social media and in the street, replaces brand names like Balenciaga, Prada and Dior with the word “Status?” and questions like “Is this status?”, “Is this respect?”, “Is this valuable to you, or does it just seem that way?”. The aim is to shock young people into realising what they’re doing in order to bring about positive change in their behaviour.
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