Sixty businesses across Australia’s adveritsing, media and marketing businesses have come together to fight youth suicide with MOOD tea. They have lent their time, resources and creative know-how and collectively donated more than $10m in inventory for a new campaign.
The campaign, Sip selflessly, promotes the industry’s first social enterprise product, which donates all profits to fund charities preventing youth suicide.
The striking idea for the two hero commercials comes from The Monkeys and they were directed by Simon Harsent and the Pool Collective team, with audio by Ralph Van Dijk and Simon Kane at SongZu. The TVCs feature adults in classic tea-drinking situations, a Regency-period costume drama and an ancient tea master with his student. The scenes are lip-synched with the voices of children relating stories of mental health struggles. These are based on real experiences shared by young people who have been helped by MOOD’s charity partner, batyr.
Sip Selflessly will run across all TV, radio, OOH, digital, social and print channels over the coming weeks following the largest philanthropic media inventory drive the Australian industry has ever seen.
The campaign launch will be supported in a PR campaign run by Clear Hayes Consulting, One Green Bean and POEM Group, featruring MOOD tea ambassadors, Jules Sebastian, author of Tea & Honesty; Roosters NRL player, Luke Keary; TV presenter, Liv Phyland; and Tiddas 4 Tiddas founder, Marlee Silva.
All profits raised from MOOD tea go towards funding mental health projects by Backtrack, batyr and The Sebastian Foundation which are helping save young lives. Programs are focused on mental health education in schools and suicide prevention.
Jenni Hayward, general manager of MOOD, commented, “The hard fact is youth suicide is the leading cause of death for young people in our country – so we wanted to create a campaign which grabs attention and makes people really think about the message.
“We’ve deliberately portrayed real conversations which highlight the everyday challenges facing young people today, including cyberbullying and suicide. Juxtaposing them with classic movie-style tea scenes makes people sit up and take note, and we hope will start meaningful conversations.
The Monkeys executive creative director, Vince Lagana, added, “It has been a privilege for us to work with the MOOD team and play a small role in all the great things they do for youth mental health. We have been lucky to work on this great product since its inception.
“The Sip Selflessly campaign focuses on the dual benefit of Mood Tea – its power to create funding for struggling youth and lift the mood of drinkers at the same time. Our key message is to promote and normalise help-seeking behaviour and highlight that recovery is possible.”
Nic Brown, chief executive officer at Batyr, stated, “It’s so important to reach more young people across Australia with stories of hope and resilience, empowering them to reach out for support when they need it, as well as providing the tools they need to better look after themselves and each other.
“With MOOD’s ongoing support, we can make even more impact and continue to equip young people with the skills to take charge of their mental health, to look out for their mates, and change the conversation around mental health.”
Hayward added, “I’d like to extend a huge thank you to everyone involved in this campaign, the entire MOOD village army. Sip selflessly is a first of its kind, bringing the entire industry together to create an informative, different, and above all effective campaign that will truly make a positive impact.”
Complete list of companies involved in the campaign:
Agencies & companies from the industry:
Accenture Interactive, Amazon Advertising, Clear Hayes Consulting, Cream, Elephants Can Dance, Facebook, Fjord
Just Eggs, Kantar, Maud, Mindbox, MiQ, OMD, One Green Bean, Poem, Pool Collective, Songzu
Cream Electric Art, The Monkeys, VMG, We Are Social
With support from:
A&O, Storage King, TeaVision, The Jacky Winter Group, Venture Consulting
ACM, ARE Media, ARN, Broadsheet, Concrete Playground, Facebook, Foxtel Media, Goa, Google
Guardian, JCDecaux, LADbible, LinkedIn, Mamamia, News Corp, Nine Network
NOVA, oOh! Media, Pedestrian, Playground XYZ, Prime, QMS, REA Group
SBS, SCA, Scentre Group, Seven West Media, Shopper, Snap, Ten ViacomCBS
Tik Tok, Tonic Media Network, Torch, Twitter, Val Morgan, Verizon Media, VMO, WIN
Creative: The Monkeys
Managing Director: Matt Michael
Senior Business Director: Anna Willis
Senior Business Manager: Mitch Bevan
Senior Planner: Charlotte Marshal
Executive Creative Director: Vince Lagana
Copywriter: Max Rapley
Art Director: Tessa Chong
Head of Production: Penny Brown
Producer: Katie Bassett
Director: Simon Harsent
DOP: Jani Hakli
Production Company: The Pool Collective
Managing Director: Cameron Grey
Production Manager: Jordy Pert
Post Production: The Editors
Editor: Chay MacTavish
Colourist: Liam Riley
Online Operator: Matthew Edwards
Post Producer: Adrian Konarski
Casting: Toni Higginbotham
Sound Design: Song Zu
Sound Designer: Simon Kane
Producer: Katrina Aquila
Photographer: Danny Eastwood
Producer: Hannah Nixon
Retouching: Cream Electric Art