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Children voice adult’s mental health concerns in campaign for industry’s Mood Tea

This article and the videos in this article discuss mental health issues. If you or someone you care about needs support, please contact Lifeline 13 11 14 or Beyond Blue 1300 22 4636. In an emergency, call 000.

Mood Tea has launched its first consumer-facing campaign, ‘Sip selflessly’, created by The Monkeys.

Mood Tea was launched to the industry earlier this year in February with UnLtd, the profits of which go towards youth suicide prevention charities.

In one of the 30-second spots, two women in Regency-era costumes discuss the impacts of being stalked and cyberbullied, whilst their voices are dubbed over with children’s voices.

In another spot, two men participate in a tea ceremony while discussing their own mental health problems.

Mood general manager Jenni Hayward said: “We’ve deliberately portrayed real conversations which highlight the everyday challenges facing young people today, including cyber bullying and suicide. Juxtaposing them with classic movie- style tea scenes makes people sit up and take note, and we hope will start meaningful conversations.”

Hayword added: “I’d like to extend a huge thank you to everyone involved in this campaign, the entire MOOD village army. ‘Sip selflessly’ is a first of its kind, bringing the entire industry together to create an informative, different, and above all effective campaign that will truly make a positive impact.”

The Monkeys executive creative director Vince Lagana commented: “The ‘Sip Selflessly’ campaign focuses on the dual benefit of Mood Tea – its power to create funding for struggling youth and lift the mood of drinkers at the same time. Our key message is to promote and normalise help-seeking behaviour and highlight that recovery is possible.”

Across the media and marketing industry, 60 businesses have donated to the campaign, including $10 million in inventory. OMD is the lead media agency.

All profits raised by Mood Tea go towards mental health projects by Backtrack, Batyr and The Sebastian Foundation, with a focus on youth suicide prevention.

Nine’s chief sales officer Michael Stephenson said: “All of the media owners involved are proud to support this important campaign. A brand like Mood highlights the positive difference our industry can make when we leverage the strength of our collective resources and our ability to reach consumers and communities at scale.”

OMD’s executive business director Stella Carnegie said: “It’s been wonderful to witness the industry coming together for such an important cause. OMD has worked across all aspects in building the go to market strategy collaborating with all media partners, which has resulted in one of the most dynamic campaigns across all channels and formats.”

Baytr CEO Nic Brown said: “With Mood’s ongoing support, we can make even more impact and continue to equip young people with the skills to take charge of their mental health, to look out for their mates, and change the conversation around mental health.”

The campaign will be on TV, radio, out-of-home, digital, social and print.

Complete list of companies involved in the campaign:
Agencies & companies from the industry:
Accenture Interactive
Amazon Advertising
Clear Hayes Consulting
Cream
Electric Art
Elephants Can Dance
Facebook
Fjord
Just Eggs
Kantar
Maud
Mindbox
MiQ
OMD
One Green Bean
Poem
Pool Collective
Songzu
The Monkeys
VMG
We Are Social

With support from:
A&O
Storage King
TeaVision
The Jacky Winter Group
Venture Consulting
Media outlets:
ACM
ARE Media
ARN
Broadsheet
Concrete Playground
Facebook
Foxtel Media
Goa
Google
Guardian
JCDecaux
Lad Bible
LinkedIn
Mamamia
News Corp
Nine Network
NOVA
Ooh Media
Pedestrian
Playground XYZ
Prime
QMS
REA Group
SBS
SCA
Scentre Group
Seven West Media
Shopper
Snap
Ten ViacomCBS
Tik Tok
Tonic Media Network
Torch
Twitter
Val Morgan
Verizon Media
VMO
WIN

Campaign Credits:
The Monkeys:
Managing Director: Matt Michael
Senior Business Director: Anna Willis
Senior Business Manager: Mitch Bevan
Senior Planner: Charlotte Marshal
Executive Creative Director: Vince Lagana
Copywriter: Max Rapley
Art Director: Tessa Chong
Head of Production: Penny Brown
Producer: Katie Bassett
Director: Simon Harsent
DOP: Jani Hakli
Prod Co: The Pool Collective
Managing Director: Cameron Grey
Production Manager: Jordy Pert

Post Production: The Editors
Editor: Chay MacTavish
Colourist: Liam Riley
Online Operator: Matthew Edwards
Post Producer: Adrian Konarski
Casting: Toni Higginbotham
Sound Design: Song Zu
Sound Designer: Simon Kane
Producer: Katrina Aquila
Photographer: Danny Eastwood
Producer: Hannah Nixon
Retouching: Cream Electric Art

Media: OMD

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