Bad brains undermine their owners in mental-health awareness campaign

Client: Beyondblue

Agency: J Walter Thompson Melbourne 

Market: Australia

Name of campaign: Youth Beyond Blue

Campaign scope: YouTube, mobile display and video pre-rolls; XBOX; Facebook; search; and Snapchat Discover via news.com.au’s channel, as well as owned channels such as Instagram.

Press release quotes:

Tim Holmes, J Walter Thompson creative director:

We know from Beyondblue’s research that the stigma associated with depression and anxiety is a huge barrier against young people seeking support. Our creative aims to show young people that it’s not them, but their brains that can be strange—it’s their brain that may cause them to think weird things, or act irrationally.

Julian Delany, News.com.au general manager:

Snapchat’s audience of young mobile consumers is highly engaged and we are delighted Beyondblue has partnered with news.com.au to be Australia’s first sponsor on the Snapchat Discover channel. The partnership will see the launch of a new video ad format for us—full-screen, vertical aspect-ratio video ads. We're excited to see how this performs.

Campaign Asia Pacific's comments: A simple but necessary message delivered through the appropriate media to reach the target audience. We like the creative and hope it's as on-target with the target audience as the media plan, but it's hard for us (comparatively) old journalists to judge. 

CREDITS

Creative, Strategy and Production: J. Walter Thompson Melbourne
Illustrations & animation: Ben Ommundson
Media: MediaCom