Kids Helpline launches campaign on Twitch to raise awareness of mental health amongst young people

Kids Helpline has launched a campaign to raise awareness of mental health discussions amongst young people, via M&C Saatchi.

The campaign will take place on streaming platform Twitch, in which four gaming influencers Naysy, Chanzes, Panda and Skill Up, will take part in four live Fornite battles and discuss the importance of mental health.

Gaming influencers Naysy, Chanzes, Panda and Skill Up will be taking part in the campaign

The key message for the campaign is ‘Talking really helps’, communicating to young people that conversations about their issues at anytime can help to relive stress.

Head of marketing and fundraising for Yourtown – which facilitates Kids Helpline, Tracey Gillinder, said in a statement: “Mental wellbeing is the number one reason teens reach out to Kids Helpline in Australia, a problem that is hard to address as teens tend to keep their issues to themselves. This is a particular concern for male teens.

“This campaign aims to start the conversation with teen audiences and reach them at an early intervention stage by getting them talking about what’s worrying them every day instead of waiting for crisis time.”

M&C Saatchi executive creative director, Avish Gordhan, said: “‘Truth ‘n Loot’ is about encouraging conversation – at any time, for any reason. This happens organically on platforms like Twitch, but we wanted to refocus those discussions around mental wellbeing in an unobtrusive way. It’s about showing young people that the troubles they face are not unique to them and need not be faced alone.”

Media agency Wavemaker facilitated the partnership between Kids Helpline and Twitch. The campaign will be supported on social media.


M&C Saatchi
Cam Blackley – Chief Creative Officer
Mandie van der Merwe – Executive Creative Director
Avish Gordhan – Executive Creative Director
Lucy Morgan – Senior Copywriter
Nicole Yeoman – Senior Art Director
Michael Harris – Senior Copywriter
Neil Walshe – Senior Art Director
Alice Schofield – Integrated Designer
Bronwyn Galvin – Senior Strategy Director
Isabelle Zaccharia – Strategist
Vanessa Boueyres – Group Head
Laura Jones – Senior Account Director
Kimberley Wright – Account Manager
Loren August – Head of Broadcast
Angela Byrne – Senior Integrated Producer

Kids Helpline
Tracey Gillinder – Head of Marketing and Fundraising
Craig Scarr – National Marketing Manager
Mark Anthony – Brand and Campaign Team Leader

Tracey Fawcett – Group Business Director
Titi Ngoc Mai Tran – Digital & Social Associate Manager

Showdown (Twitch)
Annika Kemp – Advertising & Partnerships Manager
Nick Gorshenin – Client Services Director


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