The importance of equipping young people with the tools and knowledge to take care of their wellbeing.
National youth mental health organisation headspace has launched its first brand campaign via CX Lavender, encouraging young people across Australia to ditch the expectations and keep working on themselves.
With latest research showing that that more than half of all young people still believe there is a stigma around mental illness, headspace understands the importance of equipping young people with the tools and knowledge to take care of their wellbeing day to day, not just in tough times.
headspace head of brand, marketing and communications, Brett Reardon said headspace is already a well-known and trusted brand for young Australians and their families.
"Now it’s about making sure they’re aware of the full range of supports available in our centres and online," he said.
Featuring actors Zoe Terakes and Ngali Shaw, the campaign introduces viewers to The Unacheivys, a community awards ceremony that amplifies and then breaks down the often-impossible expectations that young people face in their everyday lives.
Terakes said headspace reminds young people they don’t have to do it all on their own.
"In fact, they shouldn’t. It’s so vital we reach for and depend on external support. I’m very grateful for the work headspace is doing to help people through the pointy bits of living” said Terakes.
The campaign features nine spots via CX Lavender, directed by Dean Friske and produced by Production Group, with a focus on capturing the distinctive experience of vulnerable groups like young men, rural and remote young people, First Nations people, and LGBTQIA+ people.
These will go live alongside commercials that showcase headspace’s core services such as access to online mental health professionals, peer chat groups, work and study support as well as schools and communities support.
Executive creative director, Ryan Stubna, said that the process of consultation and collaboration with headspace allowed CX Lavender the opportunity to connect with audiences through both empathy and humour.
“We want to encourage young people to ditch unfair expectations in a way that invites a smile," said Stubna.
The nation-wide integrated campaign kicks off in conjunction with headspace day on October 4 and is live across TV, digital, social and radio channels, supported through owned and earned activity.
Credits:
Client: headspace
Head of Brand, Marketing & Communications: Brett Reardon
Campaign & Brand Manager: Laura Taunt
Creative Agency: CX Lavender
Executive Creative Director & Partner: Ryan Stubna
Associate Creative Director: Rusty Nelson
Associate Creative Director: George Organ
Art Director: Laura Murphy
Copywriter: Abby Clark
Chief Strategy Officer: Craig Page
Client Services Director: KaLing Ng
Account Director: Charlotte York
Account Manager: Kate Pendergast
Agency Producer: Whitney Hawthorn
