Batyr hijacks ads to spread mental health awareness in pro-bono campaign via UM, BMF & Unltd
Preventative mental healthcare charity Batyr has collaborated with industry partners to hijack ads and turn them into mental health messages in a new pro-bono campaign.
The campaign, ‘Inner Voices’, was created in partnership with UM, BMF, UnLtd, and brand partners Koala, Red Balloon, Local Supply and Heaps Normal to raise awareness of mental health ill-health in young Australians, by showing that even the most unsuspecting people, at the most unsuspecting times, deal with mental health issues.
Other assets:
As part of the campaign, media personalities like radio host Matt De Groot, and influencers Zo’s Life and Lachy McIntyre have taken to the air to start open and honest conversations about mental health.
With media provided by industry partners the campaign will launch across TV, Radio, Social, OOH, media partnerships, BVOD and on demand.
Jason Brearley, client director, UM, commented: “UM is an ongoing supporter of Batyr, but with youth mental health at a crisis in Australia we knew it was time to bring the industry together to help raise greater awareness of the organisation and the valuable prevention services it offers.”
UM leaned into its strong network of media partners to support the campaign in the form of donated media space (+$2.6Million) – enabling Batyr to interrupt ad breaks and ultimately give Aussies a voice to talk about their mental health.
Jenya Holland, director of marketing and Fundraising, Batyr said: “This campaign is a brilliant and clever way to open up a conversation about mental health and to let people know they are not alone.”
She continued: “We are so grateful to our partners UM, BMF and UnLtd who have gone above and beyond to make this campaign possible. It’s incredible to see the industry get behind us with a message that clearly resonates with them and the country. Special thanks also to Red Balloon, Heaps Normal, Koala and Local Supply Sunnies for their generosity and goodwill in donating their creative assets for us to hijack and to the content creators for their own personal interpretation of the Inner Voices campaign about to hit TikTok.”
Louise Pay, account director at UnLtd added: “This partnership is such a great example of what can be achieved when our industry works together using their creativity for good. It’s such an innovative campaign with an important message and it’s been fantastic to see the support across the industry.”
The campaign is live until May 31.
Credits
Agency partners: UM, BMF
Social impact partner: UnLtd
Brand partners: Koala, Red Balloon, Heaps Normal, Local Supply
Media Partners: JCD, OIS, Ooh!, Motio, QMS, TMS, Westfield, Tonic, Nine, Nova, Val Morgan, VMO, ARN, Listnr, Pedestrian, Seven, SCA, The Substation, Amplify
Got a tip?
topics
batyr
BMF
Heaps Normal
Jason Brearley
Jenya Holland
koala
Local Supply
Louise Pay
red balloon
UM
UnLtd
Have your say