Wayside Chapel Joins Forces With We Are Social To Combat Loneliness Epidemic With Social60
In response to an alarming 1 in 3 Australians experiencing loneliness, non-profit organisation Wayside Chapel has teamed up with socially-led creative agency We Are Social to launch a behaviour change campaign, Social60.
The pro-bono initiative aims to combat loneliness by establishing a first-of-its-kind benchmark for social connection: 60 minutes of in-person social interaction each day.
@waysidechapel If you’re lonely you’re in good company. 1 in 3 Aussies experience loneliness. #Social60 ♬ original sound – Wayside Chapel
Despite established health guidelines for daily physical activity, nutrition, hydration, and sun exposure, there is a glaring absence of recommendations addressing one of the most critical health threats of our era. Backed by research and Australia’s leading psychologists and neuroscientists, the 60-minute benchmark offers a tangible and memorable goal for individuals to enhance their daily social interactions.
“As social beings, human connection is essential for our well-being”, says Australian psychologist and social researcher Hugh Clifford Mackay AO, who consulted on the development of the campaign. “Yet here we are in 2024, with social isolation our #1 public health issue”.
Wayside Chapel is on a mission to combat loneliness as it recognizes it as the world’s most treatable pain.
“We’ve been campaigning for a life without loneliness since Wayside Chapel first opened its doors in 1964. Our unique, non-judgemental approach rooted in love, care and connection drives everything we do. Together, we can challenge the loneliness epidemic and foster a society where every individual feels valued and connected,” said Jon Owen, CEO and pastor of Wayside Chapel.
The impetus behind Social60 comes from recent research conducted by Wayside Chapel, which uncovered that nearly 70 per cent of Australians experience less than an hour of in-person contact each day.
Launching on the UN’s International Day of Happiness, the campaign kicked off with a hero film featuring TikTok creators and everyday Australians delving into the impact of loneliness in their lives.
To further the conversation around how easy it is to evade social interaction, the agency also partnered with creator and media personality Tully Smyth to subvert TikTok’s popular Day-In-The-Life [DITL] trend. In the 24 hours leading up to the launch, Tully intrigued followers by sharing a routine DITL experience, only to reveal in a subsequent post a poignant reality: she spent the entire day without engaging in any physical interaction with another person — shedding light on the profound impact of loneliness on her well-being.
Through creator-led content, Social60 also equips Australians with practical tips and tools to enhance their daily social interactions. The first ‘10 Tips to Combat Loneliness’ TikTok video has been saved by 1.2K people in just 4 days, demonstrating their desire to combat it, despite the stigma preventing people from talking about loneliness with friends and family.
The campaign is endorsed by Dr Fiona Kerr, founder and CEO of The NeuroTech Institute, who emphasises the importance of face-to-face connection over digital interactions. “Thankfully, just chatting in a coffee line gives us an electrochemical infusion that lowers our feelings of both emotional and social loneliness, so we can top up over the day – provided our nose is not buried in our phone. We are built to connect in shared space. Engaging with others positively impacts our brains and bodies in ways digital contact does not, altering our neurophysiology and changing how we see ourselves and each other. It gives us a sense of belonging and acceptance – a wonderful, powerful gift we can give to each other with so little effort,” Kerr said.
“Because the world is dominated by virtual communication, remote working and modern conveniences like online shopping and self-checkouts, connecting with others IRL has never been harder. We really hope Social60 builds a movement towards long-term change. Partnering with influencers and creators on the project helped bring authenticity and authority to the issue, allowing us to use culture to fight our culture of loneliness,” said Ben Clare, executive creative director.
Credits:
WAYSIDE CHAPEL
CEO: Jon Owen
WE ARE SOCIAL AUSTRALIA
Executive Creative Director: Ben Clare
Senior Art Director: Laura Brown
Senior Copywriter: Tom Bradbeer
Head of Design: Pete Majarich
Editor: Annie Davidson
Senior Strategist: Zach Rippon
Senior Account Manager: Ali Spillane
Senior Account Manager: Claudia Hovers
Head of Client Services: Kelly Spence
PR: Manuel Cavaleri
Latest News
ABC Launches Two New Channels Combining Kids, Family & General Titles
The ABC will introduce two new channels in June—ABC Family and ABC Entertains—and four new innovative digital streams that will combine the best kids’, family, and general entertainment titles. The new channels will make it easier for audiences to find the programs they love. They will showcase the ABC’s catalogue of family and entertainment programs […]
Wests Tigers Lose One Million Dollar Sponsorship Deal In Hagipantelis Fallout
The Wests Tigers have confirmed that Brydens Lawyers will end their one-million-dollar partnership with the club at the end of the 2024 season. The law firm first joined the club in 2015 and upgraded to a principal shirtfront partnership in 2016. In an official statement shared to the Tigers’ website today, it was announced the […]
Ads That Entertain And Surprise Consumers Perform Best In Asia-Pacific – WARC report
New study reveals humorous ads "entertain and surprise consumers". Here's hoping Julia Morris doesn't get any ideas.
Aussie Employees Want AI At Work And Won’t Wait For Companies To Catch Up, Study Finds
Someone has clearly told Aussie workers AI wont steal their jobs, but might help them get to the pub more quickly.
Introducing Sam, Mamamia’s New AI-Powered Programmatic Audio Offering For Brands
Mamamia one of the first indie publishers to be really playing in the AI space. Well, the only one really.
OMA Appoints Motio’s Adam Cadwallader & JCDecaux David Watkins To Board Of Directors
New appointments to the OMA board of directors today. Monthly meetings' finger sandwiches to remain strictly egg or ham.
Bastion’s Harry Roth Selected For Cannes Lions Creative Academy
Bastion's Harry Roth off to this year's Cannes creative academy. May wear his Wallabies jersey to ruffle feathers.
TV Ratings (08/05/2024): Seven Has A Huge Night As News & Quiz Shows Dominate
News & quiz shows dominate last night's TV viewing. Further proof of our interest in the Middle East & steak knives.
Network 10 Wants Government Help To Save Regional Broadcast TV
Could Farmer Wants A Wife help Network Ten out of this mess?
Royalties Generated By Aussie Artists On Spotify Reached Nearly $275M In 2023
Royalties generated by Aussie artists on Spotify in 2023 hit $275 million. Shannon Noll's contribution reached $4.45.
eBay Study: Aussies’ Growing Love For Pre-loved Fashion Soaring To New Heights
New study reveals Aussies' love of second-hand fashion. Meaning it's now very cool to smell of moth balls.
Bud Communications Expands APAC Footprint With Australian Office Launch
Singapore-based PR & content agency Bud specialises in disruptor brands, not marijuana ones as the name may infer.
Coles Group Ranks Number One In Disability Access & Inclusion
Hats off to Coles for this top work. Now if it could only get its trolleys to run straight & its pears a bit less hairy.
Is Alone Australia Coming For MAFS & Survivor?
SBS's Alone Australia proving such a hit with viewers, B&T is rather surprised the commercial networks haven't nicked it.
AFR Pulls Plug On Newspapers In WA After Printing Costs Soar
West Australians will now have to rely on That's Life & Iron Ore Weekly for their weekly print fix.
Spotify Delivers A “Masterclass” In Curating User Experiences For Listeners & Artists
As you'll read here, there's more to Spotify than meets the eye. Or, in this case the ear, it being an audible property.
REA Group Delivers Booming Q3 Performance
It's yet further proof the property market is so hot right now. Still not hot enough to save Godfrey's vacuums, however.
iProspect Reveals 2024 Level Up Committee Cohort
iProspect unveils shadow executive leadership team. Staffers warned to be on the lookout when nicking off early.
Surge In Kayo Subscriptions Helps Foxtel Offset Broadcast Declines; News Corp Q3 Revenue Flat
One thing Aussies love is sport. Yet, one thing they hate is paying for it. So, make of this news what you will.
DEPT Doubles Down On Creativity With New APAC Executive Creative Director
Global digital agency announces Brad Stevens as ECD. Says he's happy to go by 'Braddles' or the unimaginative 'Stevo'.
JCDecaux Unveils Giant Melbourne Wrap Around OOH Site
If a worrying vitamin D deficiency isn't enough to get you outdoors, then hopefully this new JCDecaux installation will.
Brazilian Ad Agency Africa Creative Releases Powerful Gay Conversion Therapy Film
The Cure sounds like the serious sequel to Hangover III, let's hope it delivers some sobering food for thought.
Spotlight On Sponsors: PGA Championship Becomes First Men’s Major To Sign Sports Betting Partner
The game of golf is a lot like Lindsay Lohan, Jägermeister or holidaying in Kuta - you never know if it's cool or not.
Mackenzie Arnold & Tony Gustavsson To Take Part In Inspiring Conversation At Vivid Sydney
Matilda's goalie & coach in conversation at this year's Vivid. Won't be conversing about Sam Kerr's ACL, however.
Smart Speakers Stung By Ad Fraud Costing Brands $1M Per Month, Says DoubleVerify
Be wary of a Nigerian sounding bloke that claims he is Kochie and pimping crypto on a smart speaker near you.
Contiki Challenges Influencers To ‘Switch On Social Travel’ In New Campaign Via We Are Social
Contiki wants influencers to give up irritating selfies on holiday by funding them to create irritating selfies. Genius.
“We Are In Our Epic Era”: Natalie Harvey On The Big Changes Coming As Mamamia Celebrates 10 Years Of Podcasting
Natalie Harvey has taken on the Mamamia CEO's chair that B&T hopes sports a mashed pumpkin vomit stain.
TV Ratings (07/05/2024) : Team USA Become First Female Team To Win LEGO Masters Australia
It's not been a great day for Australia - out early in Eurovision, crushed by the Yanks in Lego Masters.
GroupM Hires Former Amazon Ads Global Head Of Services
GroupM poaches Amazon's Mark Lomas to lead its retail media business. Says he has no opinion on Jeff Bezos' new yacht.
It’s All About The Indies! Introducing B&T’s Best Of The Best Indie Executive Creative Leaders 🎉
Indie agencies are thriving & it's mostly thanks to these industry leaders. And their delegating to the lackeys.
Introducing BrandComms.AI, Forethought Revolutionises How Brands Do Effective Creative
Marketing & strategy agency Forethought unveils new AI offering. Yet can't explain the plot to any of the Matrix films.
Independent Media Agencies Of Australia (IMAA) Announces Record 44 New Group Deals For 2024
The Independent Media Agencies rolls out even more support for its members. Alas, no signs of any discounted arancini.
After Google Search Spike, Reddit Shares Jump 14% In First Quarterly Results Since IPO
It looks like being a top time to be investing in the tech space. Defence industries & missile makers also doing well.
Gippsland Dairy Celebrates The Deliciousness Of Patience With ‘Slow Good’ Platform Via Special
Yoghurt's a lot like online dating, red wine & running marathons - you think it's good for you, but it probably isn't.
Let Them Eat Cake: Cashed-Up Professionals Are Back In CBDs And Airports And They Want Their Audis
Latest study finds the ABs are returning to offices & reveals how brands can cash in. Just not the work from home brands.
Mariah Carey Lends Her Inimitable Voice to ‘Portrait of a Portrait’, Audible’s Latest ‘Words + Music’ Installment
Think Mariah's only good for annoying the shit out of colleagues at Christmas? Think again with this new Audible work.