The advertising industry’s $10 million campaign for social enterprise MOOD tea


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.

Proceeds go to mental health projects by Backtrack, batyr and The Sebastian Foundation. Programs focus on mental health education in schools and suicide prevention.

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.

mood tea 2

“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:

Accenture Interactive

Amazon Advertising

Clear Hayes Consulting


Elephants know how to dance



just eggs



spirit box



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



ARE Media


Large format

Concrete playground







bible boy


Mama Mia

press company

Network Nine


oh! Media


XYZ playground



REA Group



Scentre Group

Seven Media West



Ten ViacomCBS


Tonic Media Network



Val Morgan

Verizon Media



Campaign Credits:


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

Photographer:Danny Eastwood

Producer:Hannah Nixon

Retouch: Electric Art Cream

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