![]() 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.” “Too many young people hesitate to speak up when they are struggling, often because they are worried how others will perceive them. The ‘Brains have a mind of your own’ videos can also be viewed via owned channels including Youthbeyondblue’s website and YouTube channel, and the beyondblue Facebook, Twitter and Instagram accounts.īeyondblue 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. 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 This site gives young people the information, tools and confidence to seek support when they need it. The animations depict a world where teenagers are constantly disrupted, harassed, annoyed, distracted and provoked by their own brains. We hope the campaign, which stars a pesky animated brain, will go a long way to address this issue.” 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. “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. “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. 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. Significant paid channels utilised for this audience include YouTube, mobile display and video pre-rolls, XBOX, Facebook, search and Snapchat Discover via ’s channel. MediaCom Melbourne developed the media strategy based on key insights around the consumption and behaviours of the youth audience. Walter Thompson, which was responsible for the creative development and all production elements. It is the first project for Youthbeyondblue undertaken by J. 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 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.
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