M&C Saatchi Creates Mental Wellbeing Campaign For Kids Helpline

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.

Credits

M&C Saatchi:

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

Kids Helpline:

Tracey Gillinder – Head of Marketing and Fundraising

Craig Scarr – National Marketing Manager

Mark Anthony – Brand and Campaign Team Leader

Wavemaker:

Tracey Fawcett – Group Business Director

Titi Ngoc Mai Tran – Digital & Social Associate Manager

Showdown (Twitch):

Annika Kemp – Advertising & Partnerships Manager

Nick Gorshenin – Client Services Director

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