National mental health and wellbeing education initiative.
Beyond Blue has delivered Be You, the national mental health and wellbeing education initiative, in collaboration with Early Childhood Australia and Headspace.
Be You has launched its ‘Raise your hand’ creative platform, encouraging educators in early learning services or schools to reach out with questions they may have around mental health & wellbeing, and access resources to support children and young people in their care.
Sarah Hossli, marketing lead for Be You, said: "Beyond a campaign, together with cummins&partners, we have built an enduring platform for Be You that is true, addresses the reality for educators, ensures they know it's here to support them, and flexible enough to have breadth, depth and longevity."
The launch comes at an important time, with educators feeling increasingly helpless and overwhelmed in recent years, having seen more children and young people in their care struggle with mental health.
The campaign aims to empathetically and emotionally connect with educators, by understanding the types of challenges and questions they have about mental health & wellbeing.
Educators are used to answering questions every day, but might have no idea who is there to answer theirs.
To give them a voice, Be You are showcasing real educators from all levels, all across Australia, and giving them an opportunity to ask the difficult questions so many educators grapple with.
Questions such as ‘How do I tell the difference between depression and being sad’ or ‘How do I talk to families about mental health’. To answer these and more, Be You is inviting educators to ‘raise their hand’ and connect with Be You with their own questions.
Sophie Lander, managing director at cummins&partners, said: “This work is a great result of a true collaborative partnership between Be You and cummins&partners.
"We hope it resonates with educators and has a positive impact on the mental health of the children and young people across Australia."
Heath Collins, national creative director at cummins&partners, said: “We are so excited to launch our first work together with Beyond Blue.”
Be You’s ‘Raise your hand’ campaign comes to life across online video, print, digital and social.
Credits:
Cummins&Partners
Sophie Lander - Managing Director
Heath Collins - Creative Director
Liam Jenkins- Associate Creative Director
Meg Andews - Senior Strategist
Jenny Tang & Tiger Hongmung - Art Director
Kate Callaghan - Group Account Director
Fiona McGinley- Senior Account Director
Steven Tortosa - Creative Services Director
Karley Cameron - Senior Producer
Aloysius Teo - Editor
Abdul Bajamal - Motion Graphics
Emma Shaw - Finished Artist
Be You
Sarah Hossli - Be You Marketing Lead
Emma Ponsford - Be You Marketing Manager
Caroline Jordan – Be You Marketing Adviser
Production Co: Buddy Films
Harry Sanna - Director
Sue Walker - Executive Producer
Jordan Maddocks - Cinematographer
Brendan Norvill - Art Director
Grade - Crayon (Sam McCarthy)
Sound & Music: Rumble Studios
Sound Designer: Liam Annert
Composer: Peter Corrigan
Sound & Music Producer: Bec Ivanov
