M&C Saatchi has created a campaign for Kids Helpline encouraging teenagers to open up about mental wellbeing.
The ‘Truth ‘n Loot’ campaign will come to life on streaming platform Twitch with gaming influencers Naysy, Chanzes, Panda and the duo Skill up and Laymen Gaming, sharing the message that ‘talking really helps’ during live-streamed play of the gaming phenomenon Fortnite.
yourtown (Kids Helpline) head of marketing and fundraising, Tracey Gillinder said: “Mental wellbeing is the number one reason teens reach out to Kids Helpline in Australia, a problem that is hard to address as teens tend to keep their issues to themselves.
“This is a particular concern for male teens.
“This campaign aims to start the conversation with teen audiences and reach them at an early intervention stage by getting them talking about what’s worrying them every day instead of waiting for crisis time.”
The four live Twitch Fortnite battles will give teens the opportunity to engage in a raw conversation about mental wellbeing.
M&C Saatchi executive creative director Avish Gordhan said: “‘Truth ‘n Loot’ is about encouraging conversation – at any time, for any reason.
“This happens organically on platforms like Twitch, but we wanted to refocus those discussions around mental wellbeing in an unobtrusive way.
“It’s about showing young people that the troubles they face are not unique to them and need not be faced alone.”
The partnership between Kids Helpline and Twitch, forged by media agency Wavemaker, will be supported in social media as well as across the Twitch platform and on the Kids Helpline website with pre-promotion beginning August 18 ahead of the battles later in August.
Cam Blackley – Chief Creative Officer
Mandie van der Merwe – Executive Creative Director
Avish Gordhan – Executive Creative Director
Lucy Morgan – Senior Copywriter
Nicole Yeoman – Senior Art Director
Michael Harris – Senior Copywriter
Neil Walshe – Senior Art Director
Alice Schofield – Integrated Designer
Bronwyn Galvin – Senior Strategy Director
Isabelle Zaccharia – Strategist
Vanessa Boueyres – Group Head
Laura Jones – Senior Account Director
Kimberley Wright – Account Manager
Loren August – Head of Broadcast
Angela Byrne – Senior Integrated Producer
Tracey Gillinder – Head of Marketing and Fundraising
Craig Scarr – National Marketing Manager
Mark Anthony – Brand and Campaign Team Leader
Tracey Fawcett – Group Business Director
Titi Ngoc Mai Tran – Digital & Social Associate Manager
Annika Kemp – Advertising & Partnerships Manager