Australian media and marketing companies lent their creative talents and donated more than $10 million in inventory for a MOOD tea campaign to raise money to help prevent youth suicide.
Sixty media, advertising and marketing companies donated time, resources and advertising space to the “Altruistic Sip” campaign to promote the industry’s first social enterprise product, which donates profits to fund charities preventing youth suicide.
The campaign is headlined by a pair of TV adverts featuring adults in classic tea-drinking situations, a Regency period costume drama and a former tea master with his pupil.
The scenes are lip-synced with children’s voices telling hard-hitting stories about mental health. These are based on lived experiences shared by young people who have been helped by MOOD’s charity partner,batyr.
The creation was developed by The Monkeys, directed by Simon Harsent and the team at Pool Collective, with audio by 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 conducted by Clear Hayes Consulting, One Green Bean and POEM Group.
Jenni Hayward, Managing Director of MOOD: “The stark reality is that youth suicide is the leading cause of death among young people in our country – so we wanted to create a campaign that grabs attention and gets people to really think about the message.
“We deliberately portrayed real conversations that highlight the daily challenges facing young people today, including cyberbullying and suicide. Juxtaposing them with classic movie-style tea party scenes inspires people to s sit down and take note, and hopefully start some meaningful conversations.
Vince Lagana, Executive Creative Director of Monkeys: “It has been a privilege for us to work with the MOOD team and play a small part in all the great things they are doing for youth mental health. We have been fortunate to work on this excellent product since its inception.
“The ‘Sip Selflessly’ campaign focuses on the dual benefits of Mood Tea – its power to create funds for troubled young people and lift the spirits of drinkers at the same time. Our key message is to promote and normalize help-seeking behaviors and emphasize that healing is possible.
Nic Brown, CEO of Batyr: “It’s 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 provide the tools they need to take better care of themselves and each other.
“With MOOD’s continued support, we can have even greater 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 about mental health.”
Hayward thanked the industry for their overwhelming support: “I would like to extend a heartfelt thank you to everyone involved in this campaign, the entire MOOD Village Army. “Altruistic Sip” 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:
Clear Hayes Consulting
Elephants know how to dance
A green bean
Shared swimming pool
Cream Electric Art
we are social
With the support of :
king of storage
The Jacky Winter Group
Venture capital advice
Seven Media West
Tonic Media Network
General manager: Matt Michael
Senior Business Manager:Anna Willis
Senior business manager: Mitch Bevan
Master Planner: Charlotte Marshal
Executive Creative Director: Vince Lagana
Editor: Max Rapley
Artistic director: Tessa Chong
production manager: Penny Brown
Producer: Katie Bassett
Director: Simon Harsent
DOP: Jani Hakli
Production company: The Pool Collective
General manager: Cameron Gray
Production director: Jordy Pert
Post production: The editors
Editor: Chay MacTavish
Colorist: Liam Riley
online operator: Matthew Edwards
Post-producer: Adrien Konarski
Foundry: Toni Higginbotham
Sound design: Song Zu
sound designer: Simon Kane
Producer: Katrina Aquila
Retouch: Electric Art Cream
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