BEYOND BLUE - BRAIN

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 are worried about the stigma attached. Youthbeyondblue asked us to help open up the conversation around anxiety 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
at the heart of it.

Over 185 media outlets across TV, newspaper, radio and blogs talked about it and millions watched the animations. Within a week we had a 300% increase in traffic to the website and by the end of the campaign over 45,000 people had tested their mental health.

“Then we made more fun gifs and bitesize content for social across Twitter, Facebook, Insta and Tumblr. The Brain even got his own channels to follow.”
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