Pinterest has joined forces with youth mental health organisation batyr to launch a creative challenge for emerging talent. This initiative invites emerging creatives to showcase their talents, build their portfolios and come together to craft an impactful campaign for positive change.
Launching on the August 26, the challenge is open to individuals and pairs of emerging creatives. Successful applicants will collaborate to develop a standout Pinterest campaign that tackles a real business challenge for batyr.
Following the four-week live campaign period, each finalist’s entry will be assessed against KPIs – including views, view completion rate, engagement, and a video health score determined by Pinterest’s Creative Best Practice tool. The creatives behind the top-performing campaign will win the opportunity to join Pinterest on stage to showcase their work.
The initiative is a direct extension of Pinterest’s partnership with batyr, whose OurHerd program shares Pinterest’s mission in harnessing technology to create a safe and inclusive online space where young people can connect, share stories, and access mental health resources. It also reinforces Pinterest’s commitment to being a positive place online.
Batyr’s OurHerd platform reaches 26,000 young people, driving measurable impact by reducing stigma, increasing resources, and encouraging help-seeking behaviours. Backed by the Australian government and connected to both youth and key policymakers, batyr offers Pinterest high-impact opportunities for media moments, communications campaigns, and collaborative advocacy around youth mental health.
To support their journey, successful applicants will benefit from support from Pinterest’s creative strategy team, batyr’s communications specialists, and production experts from Genero.
Speaking on the launch, Pinterest ANZ managing director Melinda Petrunoff said: “Pinterest has always championed the power of positivity and inspiration in the digital space, and we believe that innovative creative can drive real, immeasurable impact. Through our partnership with batyr, we are not only equipping the next generation of creative talent with hands-on experience and exposure, but empowering them to leverage their craft for a cause that matters.
“This collaboration fuses purpose and creativity, supporting batyr’s vital mental health mission, while spotlighting emerging voices who have the potential to shape the future of marketing and drive positive social change”
“Stigma still stops too many young people from speaking up about their mental health. For some, social media can feel overwhelming, but platforms like Pinterest can provide a safe and positive space to explore what matters most,” added Patrick Darcy, batyr CEO.
“By partnering with Pinterest, we’re proud to pioneer new ways of reaching more young people, sharing stories and tools that are real, relatable and safe. Together, we’re ensuring the right support is accessible in the moments it’s needed most, to help prevent a crisis.”
Entries are now open.
Applicants should upload a Pinterest “Collage” encapsulating their creative vision along with a short written submission.
The winning team will receive flights, accommodation and tickets to Cairns Crocodiles 2026 including flights and accommodation.
