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Beyondblue ‘Brains Have a Mind of Their Own’


The Challenge

Beyondblue were seeking the ideal channel to engage and empower young people 13-18 to better respond to depression or anxiety by recognising key signs and symptoms. They needed a fresh way to connect with the always-on generation as part of their broader ‘Brains have a mind of their own’ campaign. It needed to be something that went beyond traditional media channels and leveraged the power and popularity of social.


The Solution was the first local media owner to partner with Snapchat and present light irreverent, fun news and pop culture to the Australian Snapchat audience. Beyondblue inserted ten second videos within and Snapchat to demonstrate to young people that experiencing depression or anxiety isn’t weird, it’s just their mind giving them a hard time. It was a simple message to remove the stigma from depression and anxiety and empower teenagers to identify the symptoms and take action.

The channel effectively engages with the notoriously difficult to reach a millennial audience.

The ten second videos appeared across a full screen portrait canvas to use one the most dynamic and impactful mobile solutions in the market. It enjoyed an integrated run of category (CPM) across on mobile with Med Recs and Standard Banners also used to further strengthen the message.


The Results

The campaign exceeded all views, impressions and targets set. It was effective in reaching the young audience with the important and compelling message, that experiencing depression or anxiety doesn’t mean you are weak or weird.