In a powerful demonstration of industry solidarity, UnLtd and UM, alongside 17 partners from across the advertising sector, have pledged a collective media value of $1.67 million to batyr, a leading charity focused on preventative mental health.
At the core of this year’s initiative, themed ‘Going Beyond Polite Responses’, the campaign challenges the societal norm of responding to inquiries about wellbeing with a superficial ‘I’m good’.
Harry Stanford, Creative Director at BMF, emphasizes the importance of breaking this barrier: “Often, we avoid discussing mental health, assuming a simple ‘I’m fine’ suffices. This campaign urges young Australians to delve deeper into their emotions, urging them to seek the support they truly need.”
Katie Acheson, CEO of batyr, echoes Stanford’s sentiments, highlighting the campaign’s goal to dismantle the stigma surrounding mental health: “Shame and fear frequently silence young people’s struggles with mental health. Our aim is to empower them to engage in honest conversations about their feelings and seek help proactively.”
The impact of the campaign has been notable, driving a 22% increase in traffic to batyr’s website and a significant 30% rise in organic traffic. Additionally, Kantar’s brand study reports a 6% year-on-year increase in awareness of batyr.
Sophie Bingham, Managing Partner at UM, commends the industry’s support for batyr: “It’s inspiring to witness the advertising community rally behind batyr. Our objective is to elevate awareness and garner widespread support for youth mental health initiatives amid rising challenges.”
Emily Long, Account Director at UnLtd, expresses gratitude for UM and BMF’s collaboration in delivering an impactful campaign, as well as the generosity of industry partners who contributed media resources to amplify the campaign’s message.
Through its innovative peer-to-peer programs in schools and universities nationwide, batyr has already engaged over 400,000 young Australians, equipping them with essential tools to navigate mental health challenges proactively.
Continued support from the media industry enables batyr to expand its reach and influence, ensuring that youth mental health remains a focal point in educational environments and beyond.
The campaign’s success owes much to the generous support of oOh!media, JCDecaux, Cartology, QMS Media, Val Morgan Outdoor, Val Morgan Digital, Playground XYZ, Urban List, Val Morgan Cinema, NOVA, ARN, Acast, ATN, Nine, Paramount, Seven, and Foxtel, whose contributions have been instrumental in advancing batyr’s mission.
This collective effort underscores the industry’s commitment to driving meaningful change in mental health awareness and support across Australia.
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