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The Team:
Cody Colvin - Creative Brand Manager
Michelle Lee - Creative Brand Manager
Joe Reilly - Creative Brand Manager
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The Ask:
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Develop and rationalize a concept for a new self-help comic book for girls between the ages of 13-17.
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The Insight: What Advice do Teen Girls Want?
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We learned from our research that 70% of teenagers say that anxiety and depression are the biggest problems they face. For teen girls specifically, the primary sources for their anxieties are getting good grades, friendships, and their physical appearances. These are only three of the many anxieties they face, so our team decided to focus on what all these issues have in common: the feeling of uncertainty.
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Many female teenagers focus on how poorly situations can go as opposed to imagining ways they can handle the challenges they face. They get caught up on the "ifs" and feel powerless to solve problems. So we wanted our comic to challenge our reader's perceptions and remind the real-life problems have more than one solution.
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We also wanted to create a comic that broke away from traditional linear storytelling to reflect life's complexity. Readers should not feel restricted to a single solution. They should feel that they are in control of their lives.


