Adland & The Monkeys Unite To Launch Multi-Million-Dollar MOOD Tea Campaign To Beat Youth Suicide
A powerhouse list of Australia’s media and marketing businesses have lent their creative knowhow and donated more than $10m in inventory for an important new campaign for MOOD tea.
Sixty businesses across the media, advertising and marketing industry have donated time, resources and inventory towards the ‘Sip selflessly’ campaign to promote the industry’s first social enterprise product, which donates all 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.
‘Sip Selflessly’ will roll out across all TV, radio, OOH, digital, social and print channels over the coming weeks following the largest philanthropic media inventory drive our industry has ever seen.
Supporting the campaign launch, 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.
All profits raised from MOOD tea go towards funding mental health projects by Backtrack, batyr and The Sebastian Foundation which are helping save young lives. Programs are focused towards mental health education in schools and suicide prevention.
Jenni Hayward, general manager of MOOD said: “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.
“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, added: “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, added: “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.”
Complete list of companies involved in the campaign:
Agencies & companies from the industry:
Accenture Interactive
Amazon Advertising
Clear Hayes Consulting
Cream
Elephants Can Dance
Fjord
Just Eggs
Kantar
Maud
Mindbox
MiQ
OMD
One Green Bean
Poem
Pool Collective
Songzu
Cream Electric Art
The Monkeys
VMG
We Are Social
With support from:
A&O
Storage King
TeaVision
The Jacky Winter Group
Venture Consulting
Media outlets:
ACM
ARE Media
ARN
Broadsheet
Concrete Playground
Foxtel Media
Goa
Guardian
JCDecaux
Lad Bible
Mamamia
News Corp
Nine Network
NOVA
oOh! Media
Pedestrian
Playground XYZ
Prime
QMS
REA Group
SBS
SCA
Scentre Group
Seven West Media
Shopper
Snap
Ten ViacomCBS
Tik Tok
Tonic Media Network
Torch
Val Morgan
Verizon Media
VMO
WIN
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
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.