Headspace is the national youth mental health foundation dedicated to improving the wellbeing of young Australians. As part of their national regime, the support of Aboriginal and Torres Strait Islander (ATSI) youth is a large focus for the organisation, and one that has yielded much public support.
In Australia, less than one-in-four youth (23%) experiencing mental health problems actually receives professional help. Furthermore, suicide rates amongst Aboriginal and Torres Strait Islander (ATSI) youth are more than five-times higher than non-Aboriginal and Torres Strait Islander youth.
The challenge put to The Media Precinct was to build a national campaign, directly targeting hard-to-reach ATSI youth, encouraging them to access support at Headspace. Disengaged from mainstream services, and with over 150 different dialects actively spoken throughout the ATSI community, we had to develop a unified language to connect all ASTI youth.
Utilising social media, we built sophisticated layers of digital footprints, targeting age appropriate followers of key ATSI leaders from the past and present, across multiple disciplines from actors and athletes through to politicians and activists, with the aim to overcome passive-observation media barriers. We called these "inspiration footprints".
The campaign elevated awareness of Headspace’s services by +8% (versus the goal +5%). It also encouraged ATSI youth to access support (+32% versus goal +15%). Yarn Safe was internationally recognised, with Headspace presenting at the International Youth Mental Health Conference in Montreal, Canada.
The Media Precinct
L4 The Old Rum Store
10 Kensington Street
NSW 2008, Australia
Tel: +61 2 8081 2660