The advertising industry's $10 million campaign for social enterprise MOOD tea

Chris Pash
By Chris Pash | 17 August 2021

Australia’s media and marketing businesses have lent creative skills and donated more than $10 million in inventory for a MOOD tea campaign to raise funds to help prevent youth suicide. 

Sixty businesses across media, advertising and marketing have donated time, resources and ad space to the "Sip selflessly" campaign to promote the industry’s first social enterprise product, which donates profits to fund charities preventing youth suicide.

The campaign is headlined by a pair of TV commercials featuring adults in classic tea-drinking situations, a Regency-period costume drama and an ancient tea master with his student.

The scenes are lip-synched with the voices of children relating impactful stories of mental health. These are based on real experiences shared by young people who have been helped by MOOD’s charity partner,batyr.

The creative was developed by The Monkeys, directed by Simon Harsent and the Pool Collective team, with audio by Ralph Van Dijk and Simon Kane at SongZu.

The campaign will roll out across all TV, radio, OOH, digital, social and print channels over the coming weeks.

MOOD tea ambassadors including author of Tea & Honesty Jules Sebastian, Roosters NRL player Luke Keary, TV presenter Liv Phyland, and Tiddas 4 Tiddas founder Marlee Silva will be involved in a PR campaign run by Clear Hayes Consulting, One Green Bean and POEM Group.

Profits go to mental health projects by Backtrack, batyr and The Sebastian Foundation. Programs are focused on mental health education in schools and suicide prevention.

Jenni Hayward, General Manager of MOOD: "The hard fact is youth suicide is the leading cause of death for young people in our country - so we wanted to create a campaign which grabs attention and makes people really think about the message.

mood tea 2

"We've deliberately portrayed real conversations which highlight the everyday challenges facing young people today, including cyber bullying and suicide. Juxtaposing them with classic movie-style tea scenes makes people sit up and take note, and we hope will start meaningful conversations.

The Monkeys Executive Creative Director Vince Lagana: “It has been a privilege for us to work with the MOOD team and play a small role in all the great things they do for youth mental health. We have been lucky to work on this great product since its inception.

“The 'Sip Selflessly' campaign focuses on the dual benefit of Mood Tea - its power to create funding for struggling youth and lift the mood of drinkers at the same time. Our key message is to promote and normalise help-seeking behaviour and highlight that recovery is possible.”

Nic Brown, CEO at Batyr: “It’s so important to reach more young people across Australia with stories of hope and resilience, empowering them to reach out for support when they need it, as well as providing the tools they need to better look after themselves and each other.

“With MOOD’s ongoing support, we can make even more impact and continue to equip young people with the skills to take charge of their mental health, to look out for their mates, and change the conversation around mental health.”

Hayward thanked the industry for overwhelming support: “I’d like to extend a huge thank you to everyone involved in this campaign, the entire MOOD village army. ‘Sip selflessly’ is a first of its kind, bringing the entire industry together to create an informative, different, and above all effective campaign that will truly make a positive impact.”

Companies involved in the campaign:

Agencies & companies from the industry:

Accenture Interactive

Amazon Advertising

Clear Hayes Consulting


Elephants Can Dance



Just Eggs






One Green Bean


Pool Collective


Cream Electric Art

The Monkeys


We Are Social


With support from:


Storage King


The Jacky Winter Group

Venture Consulting



ARE Media



Concrete Playground







Lad Bible



News Corp

Nine Network


oOh! Media


Playground XYZ



REA Group



Scentre Group

Seven West Media



Ten ViacomCBS

Tik Tok

Tonic Media Network



Val Morgan

Verizon Media



Campaign Credits:

The Monkeys:

Managing Director: Matt Michael

Senior Business Director: Anna Willis

Senior Business Manager: Mitch Bevan

Senior Planner: Charlotte Marshal


Executive Creative Director: Vince Lagana

Copywriter: Max Rapley

Art Director: Tessa Chong

Head of Production: Penny Brown

Producer: Katie Bassett

Director: Simon Harsent

DOP: Jani Hakli

Prod Co: The Pool Collective

Managing Director: Cameron Grey

Production Manager: Jordy Pert

Post Production: The Editors

Editor: Chay MacTavish

Colourist: Liam Riley

Online Operator: Matthew Edwards

Post Producer: Adrian Konarski

Casting: Toni Higginbotham

Sound Design: Song Zu

Sound Designer: Simon Kane

Producer: Katrina Aquila

Photographer: Danny Eastwood

Producer: Hannah Nixon

Retouching: Cream Electric Art

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