“Help someone find a way back from anxiety and depression.”

gpqld.com.au

“Help someone find a way back from anxiety and depression.”

NATIONAL ADVERTISING CAMPAIGN 2009

“Help someone

find a way back

from anxiety

and depression.”

AIMS

Launched on 18 May 2009, the campaign aims to:

• raise awareness of the signs and symptoms

of depression and anxiety in young people

• raise awareness of where to get help

• direct people to the website

www.youthbeyondblue.com and the

beyondblue info line 1300 22 4636

• direct young people to services e.g.

www.headspace.org.au,

Kids Help Line 1800 55 1800,

Lifeline 13 11 14 and www.reachout.com.au

• target not only young people, but their friends,

parents and families.

The Youthbeyondblue National Advertising

Campaign has a strong call to action that

identifies steps for young people to follow in

order to improve their knowledge of signs and

symptoms of depression and anxiety, and

where/how to get help.

The campaign aims to encourage family, friends,

workmates etc. of the person who may be

experiencing depression/anxiety to:

• LOOK for the signs of depression

• LISTEN to what the person is saying

• TALK about what’s going on

• SEEK HELP together.

The ads aim to demonstrate open communication

and supportive behaviour such as encouraging

the person to seek professional help and/or

assisting the person to get to help from a GP

or other health professional.

TARGET AUDIENCE:

• young people 12-25

• with a focus on friends and carers

of the young people who may be

experiencing depression/anxiety

and a secondary target audience

of those who may be experiencing

depression/anxiety themselves.

Visit: www.youthbeyondblue.com

Info line: 1300 22 4636

beyondblue: the national depression initiative

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The ads are aimed at raising

awareness of the signs and

symptoms of depression and

anxiety among young people –

and where to get help.

The call to action is:

“You can help someone find a way back from

anxiety and depression. Find out where to get help

at Youthbeyondblue.com or call 1300 22 4636.”

The concept and scripts were developed and focustested

in consultation with young people who have

experienced depression/anxiety and experts in youth

mental health.

ADS FOR TV, THE WEB

AND CINEMAS

These ads are “shot in reverse”. Two of the three

ads begin with the main character at his/her most

depressed or anxious and the action plays in reverse

with the last scene being the same as the opening

scene, except that the main character is well.

There are three ads featuring:

• a teenage girl who is depressed

• a teenage boy who has anxiety

• three young people (a boy about 13, an Indigenous

girl about 15 and a young man about 18-20).

The ads include:

• signs and symptoms of depression and anxiety

• what the people close to the young person thought

was wrong e.g.:

n “I just thought she was being a typical teenager.”

n “We didn’t know he had anxiety.”

• how the young person got help:

n “I finally got him to see a doctor.”

n “The psychologist helped me deal with the

anxiety and stuff.”

Radio ads have been produced with similar scripts

and the same message as the TV ads.

Print ads suitable for use in newspapers, magazines, posters in public spaces

and on billboards have been developed. In the ads, the words used by the

young people to describe the symptoms and feelings around depression and

anxiety are actual words used by real people.

New Youthbeyondblue Fact sheets on a wide range of depression and anxiety-related

topics are available from the website.

Youthbeyondblue website

To support the Youthbeyondblue National Advertising Campaign, the Youthbeyondblue

website has also been re-developed to include an improved design, easier navigation,

updated content and new fact sheets.

www.youthbeyondblue.com

Print ads

Fact sheets

Youthbeyondblue

Youthbeyondblue is the youth program of

beyondblue: the national depression initiative.

For more information about beyondblue’s

work visit www.beyondblue.org.au or call

the beyondblue info line on 1300 22 4636.

Visit: www.youthbeyondblue.com

Info line: 1300 22 4636

beyondblue: the national depression initiative

05/09

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