Headspace fights youths’ corner in mental health awareness campaign
Youth mental health service provider Headspace has launched its most extensive awareness campaign to date.
The campaign, created by Draftfcb, will be rolled out across regional and metro areas from 24 April and is intended to help young people find help for mental health issues from depression, exam stress and anxiety to relationship break ups.
The campaign uses a visual metaphor of retro boxing posters and includes TVCs, print and online as well as out of home advertising in universities, shopping centres and at bus stops.
The campaign is aimed at 12–25 year olds, in particular young men who are less likely to seek help for mental health issues, and is intended to communicate the idea that talking about mental health problems is a sign of strength rather than weakness.
Draftfcb creative director Mat Garbutt, creative director at Draftfcb, said in a release: “By presenting mental issues as a foe to be faced, we want to empower young people to tackle them head on, but also make sure they understand they don’t have to face these problems alone. We found that when young people are going through a tough time, they need someone in their corner and that’s the role headspace plays.”
Credits:
Client: headspace
Agency: Draftfcb
Creative Director: Mat Garbutt
Art Director: Jason Hynes
Writer: Julie Poulter
Producer: Lisa Ramsey(Broadcast) and Tom Lovric (Print)
Animation: Iloura
Great stuff, anything that assists young people cope with these issues is worthwhile.
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I love the messaging and the delivery.
One quibble, if you’re aiming this ad at Millenial generation teenagers – why the retro-boxing-poster-style?
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