Beyond Blue

In Australia, 1 in 4 young people have a mental health condition but almost 80% don’t get help. They either don’t understand what they’re experiencing or worry about the stigma. Beyond Blue asked us to open up the conversation and get those who need help to seek it. We created ‘The brain’, a mischievous character that embodied the symptoms of anxiety and depression. The campaign spanned all things digital with 5 short animations for the 5 most common symptoms.

We made more fun GIFs and bite-sized content for social that expanded on all the symptoms and targeted key occasions where mental health issues spike. The Brain even got his own channels to follow his mischief across the internet. All content directed you to take an online mental health assessment.

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Millions watched the animations and over 185 media outlets covered it. Within a week we had a 300% increase in web traffic and over 45,000 people tested their mental health. The campaign went on to win multiple Effies for effectiveness on a low budget.

Agency: J Walter Thompson

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