headspace ditches the impossible in first brand campaign
National youth mental health organisation headspace has launched its first-ever brand campaign via CX Lavender, encouraging young Aussies to ditch impossible expectations, in conjunction with National Headspace Day today.
Across nine spots, the campaign focuses on capturing distinctive experiences of vulnerable groups including young men, rural and remote young people, First Nations people and the LGBTQIA+ community.
Head of brand, marketing and communications at headspace, Brett Reardon, said: “headspace is already a well-known and trusted brand for young Australians and their families, so now it’s about making sure they’re aware of the full range of supports available in our centres and online.”
Latest headspace research says that more than half of all young people still believe there is a stigma around mental illness, so the brand understands the importance of equipping them with the tools and knowledge to take care of their wellbeing, every day.
The campaign introduces viewers to ‘The Unacheivys’, a community awards ceremony that amplifies, and then breaks down, the often impossible expectations facing young people. It features Aussies actors Zoe Terakes and Ngali Shaw.
Terakes said: “headspace reminds young people that they don’t have to do it all on their own, in fact, they shouldn’t.
“It’s so vital we reach for and depend on external support,” they continued. “I’m very grateful for the work headspace is doing to help people through the pointy bits of living.”
Ryan Stubna, executive creative director and partner at CX Lavender, said the process of collaboration with headspace allowed the agency an opportunity to connect with audiences through empathy and humour.
“We want to encourage young people to ditch unfair expectations in a way that invites a smile,” he said.
These spots are live across TV, digital, owned media, social and radio channels, alongside a general TVC showcasing headspace’s core services – including access to online mental health professionals, peer chat groups and work and study support groups.
Other assets:
headspace 2023 – Peer Group Chat
headspace 2023 – Work and Study
headspace 2023 – Parents
headspace 2023 – Young Men
Credits:
Client: headspace
Head of brand, marketing & communications: Brett Reardon
Campaign & brand manager: Laura Taunt
Creative agency: CX Lavender
Executive creative director & partner: Ryan Stubna
Associate creative director: Rusty Nelson
Associate creative director: George Organ
Art director: Laura Murphy
Copywriter: Abby Clark
Chief strategy officer: Craig Page
Client services director: KaLing Ng
Account director: Charlotte York
Account manager: Kate Pendergast
Agency producer: Whitney Hawthorn
Media agency: TMP Media
Production partner: Production Group
Director: Dean Friske
Executive producer: Andrew Garrick
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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Why are young men often depicted as vulnerable and powerless? This perception has led to the popularity of figures like Andrew Tate.
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