Evolving the way youth communicate today.
Youth mental health service ReachOut has unveiled a new brand identity, supported by a multi-channel awareness campaign.
The rebrand represents a complete overhaul of ReachOut’s visual identity, to ensure that it reflects both the lives of young people across Australia, and the breadth of the mental health support that the service provides.
The introduction of a digital-first colour palette and a digitally-led design system has injected more energy into ReachOut’s brand through a graphic language based on digital interfaces such as chat bubbles, emoticons and conversation threads. ReachOut’s new brand positioning – ‘Helping young people feel better’ – was co-developed with young people.
Complementing the rebrand is the launch of a multi-channel awareness campaign that goes behind the screen. The campaign provides a glimpse into the private online world of young people facing mental health challenges. Shot from the device-point-of-view, the campaign utilises a graphic layout that creates an abstract interface to reveal the range of problems young people face.
Director at Flint Productions, Andreas Smetana, shot through glass wherever there was typing on screen to add a sense of realism and pixel tracked the graphic layers to the movements of the commercial’s talent. The same graphic treatment was then extended to a suite of static posters and interpreted for audio.
Tracey Campbell, ReachOut’s director of marketing and fundraising, said: “Conversations and community are at the heart of what we do at ReachOut and how we support all young people to feel better. Our rebrand and new campaign have been developed to help us reach more of the people we know we can make the biggest difference to."
Creative director at Yonder, Julie Faktor, said: “Our aim was to deliver a contemporary, cohesive and flexible identity that reflected ReachOut’s evolving service and the way young people communicate today."
‘Helping young people feel better’ is now live and will be rolled out via TV (in-kind support from Foxtel and CSAs), search, social media, and out-of-home - targeting areas where young people travel to school and university.
The campaign is supported by funding from the Australian Government under the National Suicide Prevention Leadership and Support Program.
Credits:
Brand, identity and campaign development – Yonder Creative: Julie Faktor, Benjamin Gay, Brad Doble, Judit Arroyo, Matt Morgan, Matt Barber and Stacey Paton
Research and segmentation – Caspar Wright
Campaign production (video and stills) – Flint: Andreas Smetana, Christina Gerace, Greg Eagle and Petra Valent
Audio production – Electric Sheep Music: Joe Mount and Kate Stenhouse
Media strategy – Mindshare (pro bono)
Social media campaign implementation – Neo Media
Search strategy and implementation – Digital Ninjas
Campaign media partners
Foxtel
GPT
Habitat Networks
