Beyondblue Uses Snapchat For Not-For-Profit Advertising Push

  • Not Going Out low res
  • Can't Sleep
  • Can't Concentrate
1 / 3
SHARE
THIS



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


 

Please login with linkedin to comment

head of retail Meat & Livestock Australia

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]