ReachOut releases campaign for carer and parent mental health service, via Yonder Creative
Yonder Creative – an advertising and branding agency – helped ReachOut develop and launch a campaign to raise awareness of “a free Australian mental health support service for parents and carers of teens and young people”, named ReachOut Parents.
The announcement:
ReachOut has partnered with branding and advertising agency Yonder Creative to launch a compelling new campaign to build awareness of ReachOut Parents, a free Australian mental health support service for parents and carers of teens and young people.
The new campaign recognises the vital role that parents and carers can play when it comes to supporting a young person’s mental health and highlights the free services which are available for parents and carers via ReachOut Parents.
The focus of the campaign is on real relationships. The deliberate casting of young people and their parents with a strong family resemblance helps depict the bonds that can exist between young people and their parents and carers. The campaign messaging acknowledges the fear and worry that parents and carers may experience when they don’t know how to support their teens during tough times.
The campaign is backed by research by ReachOut of 1000 parents and carers from across the country that looked at a range of factors, including the barriers to help seeking and what support parents and carers would like to have.
“What we heard from the ReachOut Parents team and via the research, is that when a young person is struggling with their mental health, their parents and carers can feel the weight of it too. Often experiencing similar emotions like feeling alone, helpless and uncertain,” says Julie Faktor, Yonder’s executive creative director.
“This insight inspired our campaign, which lays bare the vulnerability of parents and carers when a young person is struggling and offers them a way forward in helping them access support,” she said.
Tracey Campbell, director of marketing and fundraising at ReachOut, said that the research-informed campaign seeks to increase brand awareness for ReachOut Parents.
“Parents and carers can play a vital role in supporting their young person when it comes to their mental health and tough times. However, our research tells us that parents and carers often don’t know where to turn when they need extra support.
“This campaign seeks to connect with parents and carers to let them know that support is available for them and their young people via ReachOut Parents and that it’s free and simple to access,” she said.
ReachOut Parents offers evidence-based information and a free parents coaching service. For more information about ReachOut Parents and support, visit ReachOut.com/Parents.
Campaign credits:
Creative agency: Yonder Creative
Director / Photographer: Dick Sweeney
Production: Louis & Co
Post production: Heckler
Audio production: Electric Sheep
Media agency: Windsorborn
Research: Market Calculus
ReachOut Parents is funded by the Australian Government Department of Social Services.
Source: Yonder Creative
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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