Reach Out launches Laps for Life national campaign via Media Precinct

Reach Out has worked with Media Precinct to create a national multi-channel campaign to fundraise for Laps for Life, in support of the platform’s youth mental health and suicide prevention services.

The announcement:

People across Australia are pledging their support for youth mental health and suicide prevention this March by swimming laps to fundraise for Laps for Life in support of Australia’s most accessed online mental health service for young people, ReachOut.

“Swim for youth mental health” is the key message of the new multi-channel campaign, created by advertising media agency Media Precinct, which went live this week. The visual identity of the campaign is a nod to both the cause itself and the bodies of water that participants will complete their laps in from 1 to 31 March.

The campaign consists of a TVC featuring ReachOut Australia Board Member, Patron and Laps for Life Ambassador, Ian Thorpe AM, out-of-home advertising, radio advertising, search engine marketing, a paid
social media campaign, as well as PR support from award-winning agency History Will Be Kind.

In developing the campaign, Media Precinct Managing Director, Glenda Wynyard said that in coming up
with the new messaging her team wanted to achieve the right balance between cause and motivation.

“Suicide prevention and mental health is something that is very close to my heart after losing my brother Lee to suicide. I wanted to be straightforward and candid in our messaging but also ensure it was cause-related at its heart because, for me, there’s nothing more motivating than helping people to understand the emotional drivers behind honouring someone who has navigated mental ill health or someone who has lost their life to suicide.”

“We know that fundraising can be quite nuanced so, when we are able to achieve that delicate equilibrium between fundraising, engagement and cause, that’s where the magic happens and it helps people to understand why we need them to jump aboard the cause to raise funds,” Wynyard said.

The TVC takes viewers on a visual, cause-based journey, uniting ReachOut’s core purpose with Ian Thorpe AM to create an emotive connection and motivate viewers to swim to save lives with Laps for Life.

“We know that swimming can support mental health and wellbeing which is why we wanted to bring to life the feeling and sounds of swimming, with waves rushing over the characters, along the turbulence of the water,” Wynyard said.

ReachOut’s Director of Marketing and Fundraising, Tracey Campbell, said that in the era of COVID-19 cause-related fundraising events have become such a formidable and effective fundraising force, especially in the mental health sector.

“Not only do cause-related events generate much needed funds but they exist to promote the cause of an organisation, create emotional connection and community, and give a voice to those with lived experiences who might be otherwise unheard. Ultimately, it provides an opportunity for those with lived experience to “give” in memory of a loved one in a meaningful way or support someone who is navigating mental ill health, all while doing something for their own health and wellbeing – swimming laps.”

“Today, 1 in 4 young people in Australia are currently experiencing a mental health difficulty and sadly 70% of those who need help don’t get it. Suicide remains the leading cause of death for young people in Australia and in 2020, 454 young people in Australia died by suicide. This is why every dollar raised for Laps for Life is really important to us.”

After friends and family, the internet is the first place young people turn to for information and support which is why ReachOut offers trusted online self-help information, peer-support programs and referral tools that saves lives.

“Last year we provided support to more than 2 million people and by fundraising for ReachOut you are raising critical funds so that we can continue to help young people across Australia each and every day,” said Campbell.

Whether new to the water or a competitive swimmer, ReachOut is challenging people across Australia to jump in the water from 1 to 31 March and swim laps at the local pool, hit the beach or take part in an ocean swim to save lives and support all young people in Australia to be happy and well. Sign up as an individual, with colleagues, family or friends this month, set goals using the lap calculator, spread the word, swim and log laps, and fundraise to prevent youth suicide.

For more information, visit Laps for Life or ReachOut.com or sign up or donate today. Follow us on Instagram, Facebook, or share your Laps for Life journey with the hashtag #LAPSFORLIFE.


Creative Agency: Resolve (The Media Precinct Group)
Managing Director: Gorgia Brewer
Creative Lead & Strategy: Kara Young
Creative Producer: Claire Bartholomew
Production Agency: Elastic Studios
Director: Nathan Richman
DOP: Spencer Frost
Producer: Yioti Vamvouklis

If this article has raised issues for you, or if you’re concerned about someone you know, call Lifeline on 13 11 14 or in an emergency call 000. A number of support services are also there for you on ReachOut’s urgent help page.

Source: Reach Out media release


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