Reach Out launches new campaign via Yonder
Youth mental health service Reach Out has launched a new campaign to promote their online community, in collaboration with creative agency Yonder.
The announcement:
ReachOut, Australia’s most accessed youth mental health service, has teamed up with creative agency Yonder to develop a new campaign to promote the ReachOut Online Community – ReachOut’s award-winning online peer support service.
“Experience is worth sharing” is the key message from the new campaign which is aimed at young people who are dealing with everything from relationship issues to study stress.
The campaign line performed well in focus groups conducted with young people who felt “Experience is worth sharing” was validating, low pressure, inclusive and free from stigma when presented with different visual stimuli and asked to provide feedback on likelihood of engagement. The research also confirmed the importance of using a welcoming, approachable, validating, positive and casual tone when communicating with young people about seeking peer support and mental health.
In developing the campaign, Yonder Creative Director, Julie Faktor, said that the team’s biggest challenge was striking the right tonal balance between being serious enough to talk to some of the biggest issues affecting young people today, and being light-hearted enough for a Tik-Tok generation.
“We tapped into a current trend, the Venn diagram meme, which is already familiar to young people on social media,” says Faktor. “We then worked with Melbourne illustrator, Marco Palmieri, to create these very simple animations that talk to everyone, regardless of gender, sexuality or ethnicity.”
“It was important to us that the work was inclusive to all young people and validated the issues they’re experiencing,” said Faktor.
In line with the campaign, ReachOut has launched a number of innovative features including the Daily check-in tool which helps young people find the right place to start depending on how they’re feeling, Spaces which have been introduced so that Community members can find and follow the topics they’re most interested in, and ReachOut’s Community events which provide diverse and great learning opportunities where young people can join in to listen, ask questions or discuss topics of interest to the Community.
ReachOut CEO, Ashley de Silva, said that as an organisation that is co-designed and driven by and for young people it was important for ReachOut to involve young people at every stage of the campaign journey.
“Young people’s expectations of digital services are constantly evolving and there is a need to continually invest in digital innovation to ensure that mental health services and products are responding in real time to digital natives’ needs and wants,” he said.
“Sadly, one in four young people in Australia are currently experiencing a mental health difficulty and 70% don’t seek help, which is why digital mental health services are so important to effective mental health service delivery. ReachOut’s moderated Online Community for young people is anonymous, free, available 24/7 and provides accessibility for all people regardless of location, gender or sexuality.”
For over a decade ReachOut’s moderated online peer-support community has provided a safe space for young people aged 14 – 24 years to give and receive help on topics that are impacting their mental health with others who have “walked in their shoes.” From talking to peers about challenges they are experiencing, hearing and listening about other people’s real-life experiences and participating in peer- and facilitator-led discussions, the Online Community creates a safe space for young people to connect and learn strategies for better mental health. It is moderated by experienced staff from 9am to 11pm daily, using risk management tools and best practice approaches that provide users with a quality service that is safe, inclusive and strengths-based.
de Silva said that while COVID-19 may have changed the way that we access healthcare and expedited trends in mental health service delivery, Gen Zs are fast becoming the driving force behind this once-in-a-generation change.
“Mental health is now at the forefront of the digital health movement and there is a huge opportunity to continue to lead the service from the natural habitat of young people which is constantly evolving,” said de Silva.
“We hope that our refreshed Online Community continues to make a difference in the lives of young people in Australia and creates connection, community and belonging for young people experiencing mental health difficulties.”
For more information about ReachOut visit ReachOut.com or check out the Online Community.
Source: Reach Out media release
