Vice launches video series to help millennials improve their mental strength

Vice and Dentsu Aegis have launched Illuminated, a new six-part video series which explores common hurdles in young people’s careers and aims to give them the mental tools for success.

The series’ is a partnership with Nissan’s small SUV, Qashqui, and will demonstrate how technology and psychology can help millennials follow their passion.

The series will be broken into two areas: Mind and Matter. The Mind series of videos examines the psychological roadblocks millennials face, tackling concepts like imposter syndrome and the fear of failure.

Matter will be a series of masterclasses designed to help young Australians navigate their path to success more easily.

Illuminated kicks off with chef Attica and Mastchef’s Kylie Millar, followed by Ted Talks/NASA collaborator and body architect Lucy McRae, and Australian dance-punk duo DZ Deathrays.

Illuminated will be shared across Vice’s digital and social channels, including Snapchat Discover.

Rebecca Williams, general manager brand and communications at Nissan Australia said: “Too often when marketers think of digital marketing the focus is entirely on direct response marketing or programmatic offerings.

“While these are important tools in our arsenal we are also excited by the opportunities digital platforms present for branding. Through content partnerships, such as the one we have undertaken with Vice, we can tap into an authentic voice to add value and create meaningful connections with our audience.”

Hannah Murphy, senior strategist Vice AUNZ added: “At Vice we aim to give our readers a unique point of view on the issues that matter to them. There’s already so much career advice out there, and still many young people feel paralysed in taking their next step.

“So rather than telling our audience more of what they could and should be doing with their careers we decided to tackle the psychological roadblocks that stop them from following their dreams instead.”


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