Carat has secured more than $10 million of pro-bono media inventory to support a campaign for MOOD tea, via Unltd, the industry’s social enterprise, as it launches in Woolworths stores across Australia.
MOOD tea is the media, marketing, and creative industry’s first product for purpose with all profits going to fund youth mental health projects.
The campaign, launching in August, has been created by The Monkeys, part of Accenture Song, and focuses on raising brand awareness.
MOOD’s media agency partner Carat has secured prime-time inventory to support the campaign thanks to the generosity of more than 30 media owners, running across TV, cinema, digital, radio, print, outdoor, retail media and social channels.
Sue Squillace, CEO of Dentsu Media ANZ said: “The support for this campaign across the media owners has been phenomenal.
“Youth mental health is a cause that so many of us are passionate about and it’s great to have such a practical way to use our networks and channels for good - thank you to every media owner who has donated inventory for this important cause.”
The campaign is supported by: ACM, Are Media, ARN Radio, ATN, Broadsheet, Cartology, Clear Hayes, Foxtel, GOA, JCDecaux, Jessica Hanson Stylist, Living Image Media, M&C Saatchi Media Sports & Entertainment, Meta, Mamamia, Motio, Network Nine + WIN, Network Seven + Prime, Network Ten/Paramount, News, Nova, oOh! Media, Patrick Moran Photography, Pedestrian, QMS, SBS, SCA Radio, Scentre Group, Shopper Media, The Guardian, Tonic Media Network, TorchMedia, Val Morgan and Yahoo.
MOOD tea, in partnership with Cartology, retail media businesses, powered by the Woolworths Group, has also announced a competition for the industry that encourages adlanders to pop into their local Woolworths to buy and take a selfie with MOOD tea and share it on Facebook, Instagram or LinkedIn with #SipSelflessly.
Three of the most creative entries will win a $1,000 Woolworths Supermarkets eGift card and a year’s supply of MOOD tea each.
Chris Freel, CEO of UnLtd and MOOD tea: “It’s such an exciting week for our industry as the product that so many have been part of creating and promoting, is finally hitting the shelves of 865 Woolworths stores across the country.
“We are extremely grateful to every individual and company who has supported MOOD and we should all feel incredibly proud of what we have achieved together.
“Next time you’re at your local Woolworths, make sure you buy some MOOD, grab a selfie, and help us spread the word so that we can help to save more lives, one cup of tea at a time.”
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