Headspace National Youth Mental Health Foundation has launched its first ever national fundraiser, promoted through an integrated campaign developed by full-service independent agency Noisy Beast.
Million for Mental Health Day will take place on November 10th and calls on Australians to help headspace help millions. Currently, almost two in five young people experience mental ill-health each year. And with families often being the first to notice a change in a young person’s emotions or behaviour, headspace knows the vital importance of families in supporting young Australians.
Unfortunately, there are significant gaps in available services and resources to help families who are supporting a young person who may be struggling. By ensuring families of young people have the confidence and knowledge to provide support and guidance, young people are better placed to respond to life’s challenges.
To develop the Million for Mental Health Day initiative, headspace wanted to work with a values aligned agency so approached independent agency, Noisy Beast. The campaign features a range of young people and family members who have accessed headspace services either for themselves or their young person. Noisy Beast leveraged their full-service offering to deliver a fully integrated campaign from strategy to implementation through all touchpoints.
Amy Coote, Headspace head of corporate partnerships and fundraising, said: “All funds raised from this year’s Million for Mental Health Day will help us expand and enhance the range of headspace services and resources for families who are supporting young people with mental health challenges. Our goal is to raise $1 million in one day, and we’re hopeful that Australians will support such an important cause.”
Murray Bransgrove, Noisy Beast’s executive creative partner, added: “We are so proud to be working with headspace to support such a critical cause and one that’s very close to our heart. We needed to create an emotive, authentic and informative campaign to motivate Australians to give, so it was important to feature real people with real stories who wanted to share their lived experiences. These stories help demonstrate the significant role families can play in improving the mental health and wellbeing of young people, and how headspace will be able to make a difference with the funds raised. We hope that every Australian gets behind Million for Mental Health Day on November 10.”
The paid campaign kicked off on October 17th and will feature across radio, outdoor and digital channels, supported through owned and earned activity.
Head of Corporate Partnerships & Fundraising: Amy Coote
Head of Brand, Marketing & Communications: Brett Reardon
Manager of Clinical Advice and Governance: Rupert Saunders
Creative and Media Agency: Noisy Beast
Managing Director & Partner: David Brown
Executive Creative Director & Partner: Murray Bransgrove
Group Media Director & Partner: Ben Lynch
Senior Account Director: Laura Butler
Senior Account Manager – Social: Elle Morley
Copywriter: Bella Polazzon
Art Director: Nick Rech
Senior Media Manager: Josh Sharpe
Director & DOP: Reuben & John O’Rourke
Editor: Alex Evans
Sound Engineer: Rodney Lowe – Production Alley
Voiceover: Joana Vicente
Digital Production: Banner Bang Bang