“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