Gray Alert was founded by five artistic misfits who noticed that youth specific communication and marketing was often times not "hitting the nail on the head". The Gray Alert (Pty) Ltd team realised that the youth had been "type-cast" in almost all campaigns. Upon further inspection we found that our suspicions proved true. These "type-cast" initiatives communicated were ineffective and irrelevant to the rest of the youth that did not fit into that "type-cast."