Australian media and marketing companies put their creative skills to work and donated over $ 10 million in inventory for a MOOD tea campaign to raise funds to help prevent youth suicide.

Sixty companies in media, advertising and marketing donated their time, resources and advertising space to the “Sip Selflessly” campaign to promote the industry’s first social enterprise product, which donates its money. profits to fund charities that prevent youth suicide.

The campaign is featured by a pair of TV commercials featuring adults in classic tea drinking situations, drama in Regency period costumes, and a former tea master with his pupil.

The scenes are lip-synced with children’s voices telling hard-hitting mental health stories. These are based on real experiences shared by young people who have been helped by the charitable partner of MOOD,batyr.

The creation was developed by The Monkeys, led by Simon Harsent and the Pool Collective team, with audio from Ralph Van Dijk and Simon Kane at SongZu.

The campaign will roll out across all TV, radio, OOH, digital, social and print channels over the coming weeks.

MOOD tea ambassadors including Tea & Honesty author Jules Sebastian, Roosters NRL player Luke Keary, TV presenter Liv Phyland and Tiddas 4 Tiddas founder Marlee Silva will be involved in a public relations campaign led by Clear Hayes Consulting, One Green Bean and POEM Group.

Profits go to mental health projects in Go back, batyr and The Sébastien Foundation. The programs focus on mental health education in schools and suicide prevention.

Jenni Hayward, Executive Director of MOOD: “The fact is that youth suicide is the leading cause of death among young people in our country. So we wanted to create a campaign that grabbed attention and got people to really think about the message.

mood tea 2

“We have deliberately portrayed real conversations that highlight the daily challenges faced by young people today, including cyberbullying and suicide. Juxtaposing them with classic movie-style tea scenes inspires people to s ‘sit down and take note, and hopefully this will start some meaningful conversations.

Vince Lagana, Executive Creative Director of The Monkeys: “It has been a privilege for us to work with the MOOD team and play a small role in all of the great things they do for youth mental health. We have been fortunate enough to work on this great product since its inception.

“The ‘Sip Selflessly’ campaign focuses on the dual benefit of Mood Tea – its power to create funds for troubled youth and improve the mood of drinkers at the same time. Our key message is to promote and normalize help-seeking behaviors and to emphasize that recovery is possible. “

Nic Brown, CEO of Batyr: “It is so important to reach more young people across Australia with stories of hope and resilience, empowering them to ask for help when they need it , as well as providing the tools they need to take better care of themselves. and each other.

“With MOOD’s continued support, we can make even more impact and continue to equip young people with the skills to take charge of their mental health, care for their peers and change the conversation around mental health. “

Hayward thanked the industry for their overwhelming support, “I would like to warmly thank everyone involved in this campaign, the entire MOOD Village Army. “Sip Altruistically” is a first of its kind, bringing together the entire industry to create an informative, different and above all effective campaign that will truly have a positive impact. “

Companies involved in the campaign:

Agencies & companies in the sector:

Accenture Interactive

Amazon Advertising

Claire Hayes Consulting

Cream

Elephants can dance

Facebook

Fjord

Just eggs

Kantar

Maud

Mindbox

MiQ

OMD

a green bean

Poem

Collective swimming pool

Songzu

Electric Cream Art

Monkeys

VMG

We are social

With the support of :

A&O

Storage king

TeaVision

The Jacky Winter group

Business consultancy

Media:

ACM

ARE Media

RNA

Large format

Concrete playground

Facebook

Foxtel

Goa

Google

Guardian

JCDecaux

Bible Boy

LinkedIn

Mama mia

Corp News

New Network

NOVA

Oh ! Media

Pedestrian

XYZ Playground

First

SMQ

REA Group

SBS

SCA

Scentre Group

Seven western media

Customer

Break

Ten ViacomCBS

TIC Tac

Toned media network

Torch

Twitter

Val Morgan

Verizon media

VMO

TO WIN

Campaign credits:

Monkeys:

General manager: Matt Michael

Senior Commercial Director: Anna Willis

Senior business manager: Mitch Bevan

Senior planner: Charlotte Maréchal

Executive Creative Director: Vince Lagana

Editor: Max Rapley

Artistic director: Tessa Chong

Head of production: Penny Brown

Producer: Katie Bassett

Director: Simon Harsent

DOP: Jani Hakli

Prod Co: The Pool Collective

General manager: Cameron Gray

Production director: Jordy Pert

Post-production: Editors

Editor: Chay MacTavish

Colourist: Liam Riley

Online operator: Matthieu Edwards

Post-producer: Adrien Konarski

Foundry: Toni Higginbotham

Sound design: Song Zu

Sound designer: Simon Kane

Producer: Katrina Aquila

Photographer: Danny Eastwood

Producer: Hannah Nixon

Retouching: Electric Art Cream

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