Portraying children exhibiting what could be signs of anxiety in everyday scenarios.
Melbourne’s Royal Children’s Hospital has created a campaign via Think HQ to highlight children who suffer from anxiety and helping parents to better support them.
The ‘Anxiety in Children’ campaign aimed to help parents to recognise the often hard to pinpoint indicators of anxiety in their children and understand when they should seek help.
The campaign targets parents of primary school aged children (6 to 12 years) living in Victoria.
The theme surrounding anxiety being common in children drew on the insight that anxiety is more common than many think, but the signs are often put down to something else.
The creative portrayed children exhibiting what could be signs of anxiety in everyday scenarios, from a tummy ache to not wanting to play or go to school. While these signs could be a normal part of life, they could also indicate anxiety in children.
Think HQ extended the idea across video, digital and social, with creative translated into five languages in addition to English - Hindi, Arabic, Vietnamese, Simplified Chinese, and Punjabi - in order to reach large culturally and linguistically diverse (CALD) communities.
Melbourne’s Royal Children’s Hospital’s Anna Metcalfe said: “Think HQ were thoughtful and thorough when conceptualising and bringing to life our campaign. We felt truly listened to and involved in the process, while guided by their expertise and clever ideas. Despite us coming up against barriers and delays throughout the process, the Think team remained professional, patient and ever communicative.’’
Think HQ founder & managing director Jen Sharpe said: “COVID rocked us all, including children. Mental health is a challenging topic and being able to work so well with the team at the Royal Children’s has made for such a good result. This has been a strong example of an inclusive campaign, as we’ve translated the work into five languages. After all, understanding how to provide healthy future for our children is something everyone deserves equally.”
Credits:
Royal Children's Hospital
Anthea Rhodes
Anna Metcalfe
Think HQ
Head of Creative Andy Lima
Head of Strategy Lani Cush
Senior Art Director Nathan Barrow
Copywriter John Bryant
Director Cathal Geaney
Cinematographer Michael Lincoln
Producer Bridget Materia
Production Assistant Natasha Brock
Editor Matthew Fregnan
Audio Producer Bridget Bourke
Motion graphics Xiaohong Jiang
Account Service Anu Jose, Miko Hernandez
