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.
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.
“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:
Claire Hayes Consulting
Elephants can dance
a green bean
Collective swimming pool
Electric Cream Art
We are social
With the support of :
The Jacky Winter group
Oh ! Media
Seven western media
Toned media network
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
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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