Every now and then the creative industries and some of their brands get together to do something good. This is very good.  UM, BMF, UnLtd, and brand partners – Koala, Red Balloon, Local Supply and Heaps Normal, have joined together for preventative mental health charity, batyr.

The campaign, Inner Voices, hijacks its own brand ads to raise awareness of mental ill-health in young Australians by turning them into messages about mental health. It shows that even the most unsuspecting people, at the most unsuspecting times, deal with mental health issues. Influential names such as radio host, Matt De Groot, and influencers, Zo’s Life and Lachy McIntyre, all take to the air to start open and honest conversations about mental health.

And thanks to the support of the industry, the campaign is running across TV, radio, social, OOH, media partnerships, BVOD and on demand.

Jason Brearley, client director, UM, stated, “UM is an ongoing supporter of batyr, but with youth mental health at a crisis in Australia we knew it was time to bring the industry together to help raise greater awareness of the organisation and the valuable prevention services it offers.”

UM leaned into its network of media partners to support the campaign in the form of donated media space (+$2.6Million) – enabling batyr to interrupt ad breaks and ultimately give Aussies a voice to talk about their mental health.

Jenya Holland, director of marketing and fundraising, batyr, commented, “This campaign is a brilliant and clever way to open up a conversation about mental health and to let people know they are not alone.

“We are so grateful to our partners UM, BMF and UnLtd who have gone above and beyond to make this campaign possible. It’s incredible to see the industry get behind us with a message that clearly resonates with them and the country. Special thanks also to Red Balloon, Heaps Normal, Koala and Local Supply Sunnies for their generosity and goodwill in donating their creative assets for us to hijack and to the content creators for their own personal interpretation of the Inner Voices campaign about to hit TikTok.”

Louise Pay, account director at UnLtd, added,  “This partnership is such a great example of what can be achieved when our industry works together using their creativity for good. It’s such an innovative campaign with an important message and it’s been fantastic to see the support across the industry.”

The 9-week campaign is live until May 31, 2023.

Credits:

Agency partners: UM, BMF
Social impact partner: UnLtd
Brand partners: Koala, Red Balloon, Heaps Normal, Local Supply
Media Partners: JCD, OIS, Ooh!, Motio, QMS, TMS, Westfield, Tonic, Nine, Nova, Val Morgan, VMO, ARN, Listnr, Pedestrian, Seven, SCA, The Substation, Amplify