UnLtd launches tea brand to fight youth suicide

UnLtd has launched tea brand Mood, the profits of which will go to various mental health programs.

The announcement:

Mood, a purpose-driven tea brand created by the Australian media, marketing and creative industry, has launched today to help fight youth suicide.

Each year, suicide is the leading cause of death amongst people aged 15-44 1 in Australia and almost half of all Australians will experience mental ill-health in their lifetime 2 . In order to tackle this growing issue, UnLtd has brought the industry together to create its first social enterprise product to raise funds for youth mental health programs.

The product has been created pro-bono by several well-known companies across the industry including brand and design by Maud and The Monkeys, media by OMD and Mindbox, PR by One Green Bean, social by We Are Social, UX by FJORD, web development by Elephants Can Dance, ad serving by Amazon Advertising and media support by Facebook, Nine, Pedestrian TV, Seven West Media, 10ViacomCBS, News Corp, The Guardian and Verizon Media. Other corporate partners include Google, Venture Consulting, Allen & Overy and Storage King.

Chris Freel, CEO of UnLtd commented: “As an industry we have the opportunity to come together and tackle a massive issue. Youth suicide is the biggest killer of young Australians and that is not OK. Our mission is to ensure that every young Australian gets the best opportunity in life and we want to reverse these alarming statistics. Mood tea is a great vehicle for us to harness the collective power of our industry and make a monumental social change. With the help of our partners we have created a beautiful product that tastes good, looks good and does good. Now we need to tell everybody about it and that is what we as an industry are so amazing at doing. Imagine if we can look back in a year from now and say that our industry helped keep thousands more young people alive. The more people and organisations that get involved, the more lives that we can help to save.”

The tea range includes four carefully crafted premium blends with the highest quality ingredients, all designed to have a positive impact on the drinker’s mood. Not only does Mood tea lift people up with their mood positive ingredients, it also lifts up someone else’s mood, giving a young person the opportunity to receive the help and care they need for their mental health.

The profits from Mood tea will go towards funding mental health programs run by UnLtd’s charity partners including batyr, BackTrack and Gotcha4Life.

Jenni Hayward, General Manager of Mood says, “Youth suicide is one of the monumental issues of our time. It takes more young lives each year than cancer or car accidents. We couldn’t accept that. So together with our amazing industry partners, we created MOOD to literally lift the mood of a generation. We want to make it easy for people to save young lives while taking an important moment for themselves each day. By choosing Mood, consumers can sip selflessly knowing that all profits fund youth mental health programs.”

Mood is now available for purchase at https://mood.org.au/ with a subscription model also available. To find out more about the Mood story, discuss collaboration opportunities or stock Mood in your workplace, please contact elena@mood.org.au.

If you need help, please contact:

  •  Lifeline 13 11 14

  • Suicide Call Back Service 1300 659 467

  • Kids Helpline 1800 55 1800

  • MensLine Australia 1300 78 99 78

  • Beyond Blue 1300 22 4636.

Source: UnLtd media release


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