Reach Out launches new campaign via Yonder
Youth mental health service Reach Out has launched a new campaign to promote its online community, in collaboration with creative agency Yonder.
ReachOut, Australia’s most consulted youth mental health service, has partnered with creative agency Yonder to develop a new campaign to promote the online community ReachOut, the online peer support service in award-winning line from ReachOut.
âThe experience is worth sharingâ is the key message of the new campaign, which targets young people facing everything from relationship problems to the stress of studying.
The campaign line worked well in focus groups with young people who felt that ‘The experience is worth sharing’ was valid, low pressure, inclusive and free of stigma when presented with different visual stimuli and invited to provide feedback on the likelihood of engagement. Research has also confirmed the importance of using a welcoming, accessible, validating, positive, and relaxed tone when communicating with youth about peer support seeking and mental health.
While developing the campaign, Yonder Creative Director Julie Faktor said the team’s biggest challenge was finding the right tonal balance between being serious enough to talk about some of the biggest issues affecting young people. today and be light enough for a Tik-Generation Tok.
âWe tapped into a current trend, the Venn diagram meme, which is already familiar to young people on social media,â says Faktor. âWe then worked with Melbourne illustrator Marco Palmieri to create these very simple animations that speak to everyone, regardless of gender, sexuality or ethnicity. “
âIt was important to us that the work was inclusive for all young people and validated the issues they face,â said Faktor.
In line with the campaign, ReachOut has launched a number of innovative features, including the Daily Check-In Tool which helps young people find the right place to start based on their mindset, spaces that have been introduced for that community members can find and follow the topics that interest them most, as well as ReachOut’s community events that provide diverse and interesting learning opportunities where young people can join to listen, ask questions or discuss topics of interest to the community.
ReachOut CEO Ashley de Silva said that as an organization co-designed and led by and for young people, it was important for ReachOut to involve young people every step of the way in the campaign.
âYoung people’s expectations for digital services are constantly evolving and there is a need to continuously invest in digital innovation to ensure that mental health services and products meet the needs and wants of digital natives in real time,â said he declared.
âSadly, one in four young Australians currently experience mental health issues and 70% do not seek help, which is why digital mental health services are so important for the effective delivery of mental health services. ReachOut’s moderately online community for young people is anonymous, free, available 24/7, and accessible to anyone, regardless of location, gender or sexuality.
For over a decade, ReachOut’s moderate online peer support community has provided a safe space for young people between the ages of 14 and 24 to give and receive help on topics that impact their health. mental with others who have “walked in their place”. Whether it’s talking to their peers about the challenges they face, hearing and listening to the real-life experiences of other people, and participating in peer and facilitator-led discussions, the online community creates a safe space where young people can connect and learn strategies for better mental health. . It is led by experienced staff from 9 a.m. to 11 p.m. daily, using risk management tools and best practice approaches that provide users with quality service that is safe, inclusive and strengths-based.
de Silva said that while COVID-19 may have changed the way we access health care and accelerated trends in the delivery of mental health services, Gen Z is fast becoming the driving force behind this unique change in a generation.
âMental health is now at the forefront of the digital health movement and there is a huge opportunity to continue to lead the service from the constantly evolving natural habitat of young people,â said de Silva.
âWe hope that our updated online community will continue to make a difference in the lives of young people in Australia and create connection, community and belonging for young people with mental health issues. “
For more information on ReachOut, visit ReachOut.com or check out the online community.