Youth-first is more than a phrase. It’s our purpose, it drives our values and beliefs, and most importantly, it is
in our DNA and defines what makes us TotallyAwesome. Like no other. It’s putting youth at the heart of
everything we do.
I am excited to see our Youth-first positioning come to life in our short brand awareness hype video. It’s a
crisp and clear articulation of our value proposition. It’s an opportunity to showcase the TotallyAwesome
brand and to start conversations with new and existing clients. Remind them why they need us. We are
Youth-first focused on Gen Z and Gen Alpha. We are so much more than just kids! Well done to Belinda,
Jacqueline, Amanda and Mekelle for this nice work. Love it!
A strong brand and a strong team are foundations for a successful business. It’s great to see the team
winning and delivering great outcomes for the business. Revenue for the first half has been strong and sales
continue to drive and focus on building our revenue to achieve our targets. Raja Kanniappan’s appointment
as CFO gives us a wealth of experience to guide us to build a robust and sustainable business. Sarah Letts
and Claudia Alvarado being named as ‘Women in Media’ having an impact in the industry is a great
achievement for them and for TotallyAwesome. And what better way to live our Youth-first purpose than to
support our Youth in their dreams and aspirations – love that we have Zoe Lee-Chang, our marketing Gen Z
intern, joining us for work experience this month. Across the business each and every one of you continue to
show up with energy and drive, for which I am eternally grateful.
As we move into the second half of the year. Be razor focused. Be Youth-first focused. Surprise and delight.
And put youth at the heart of everything you do.
A PLAYBOOK ON ALL THINGS
TOTALLYAWESOME
JUN 2023
Launch of TotallyAwesome Brand Video
This month, we are super excited to launch our first brand awareness video showcasing all that makes TotallyAwesome,
totally awesome! Being a Youth-first specialist marketing and media platform means being single minded in our pursuit –
to make a positive impact for our youth in a digital world.
At the heart of everything we do is Youth. We understand them, we champion for them with a Youth-first, Youth-safe mindset
and we connect brands with youth in a safe, relevant and effective way.
Big thanks to Mekelle Mills, Amanda Evans-Asplund, Belinda Casselden and Jacqueline Yong for pulling this together!
Over the next few weeks, we will be exploring the TotallyAwesome brand through a social campaign on LinkedIn so
check out our LinkedIn page regularly for updates – we already have a few posts up.
Next Steps:
• Include this brand video in your external communications with clients
• Like/ re-share our LinkedIn post with your wider networks
• Aside from the brand video, the Marketing team has also prepared a Youth-first TotallyAwesome descriptor document to
help you with your presentations and conversations when someone asks – “so who is TotallyAwesome?”