Beyondblue Uses Snapchat For Not-For-Profit Advertising Push
Beyondblue has become the first not-for-profit organisation in Australia to advertise via Snapchat with the ‘Brains have a mind of their own’ campaign.
The recently launched, the Youthbeyondblue campaign is designed to empower young people aged 13-18 years to respond effectively to depression or anxiety through recognising key signs and symptoms. It is the first project for Youthbeyondblue undertaken by J. Walter Thompson, which was responsible for the creative development and all production elements.
MediaCom Melbourne developed the media strategy based on key insights around the consumption and behaviours of the youth audience. Significant paid channels utilised for this audience include YouTube, mobile display and video pre-rolls, XBOX, Facebook, search and Snapchat Discover via news.com.au’s channel. Snapchat was recommended in direct response to its enormous and growing potential to reach over two million young Australians who engage with the platform each day.
“We know from beyondblue’s research that the stigma associated with depression and anxiety is a huge barrier against young people seeking support,” said Tim Holmes, J. Walter Thompson creative director. “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. It’s a simple message, working to remove the stigma from depression and anxiety and empower teenagers to identify their own symptoms and take action. We hope the campaign, which stars a pesky animated brain, will go a long way to address this issue.”
The animations depict a world where teenagers are constantly disrupted, harassed, annoyed, distracted and provoked by their own brains. In each element of the campaign, the brain is intent on getting its own way, but through the darker humour shines the possibility of help and support at www.youthbeyondblue.com. This site gives young people the information, tools and confidence to seek support when they need it.
Beyondblue CEO Georgie Harman said the campaign had been designed specially to cut through the crowded social media space and grab the attention of young people.
“Too many young people hesitate to speak up when they are struggling, often because they are worried how others will perceive them. This campaign aims to show teenagers that experiencing depression or anxiety doesn’t mean they are weak or weird, it simply means that their mind is giving them a hard time, but there’s something they can do about it.”
News.com.au general manager Julian Delany said: “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.”
Further campaign support comes from two major additions to Youthbeyondblue’s website including: a new ‘Brain Quiz’ and the relaunch of the Youthbeyondblue Forum to encourage a supportive and healthy online community.
In the coming weeks more videos will be released addressing new symptoms that may be particularly relevant to young people, including not enjoying the things they normally would; always feeling on edge, and not getting help because they are worried about what others will think.
The campaign will run through to July 31, 2015. Early results have been extremely positive, in its first week there were approximately 340,000 views of the first two animated videos, plus visits to Youthbeyondblue.com were up 206% on the same period last year.
Campaign Credits:
Creative, Strategy and Production: J. Walter Thompson Melbourne
Illustrations & animation: Ben Ommundson
Media: MediaCom
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.