To help accelerate the vital work of Youthline, ASB has
entered into a three-year principal partnership with the
mental health advocacy group, and has launched a new
campaign to announce the new alliance.
Created by The Monkeys
Aotearoa, part of Accenture Song, the new campaign aims to
help connect more young people with mental health support.
It targets 12 to 19-year-olds – a group disproportionately
affected by the challenges of mental distress, and
overrepresented in New Zealand’s suicide
statistics.
ASB Chief Transformation Officer, Lohit
Kalburgi, says: “At ASB, we have a commitment to helping
our rangatahi build the strong foundations they need to
succeed in life. Through this three-year partnership, we
want to ensure Youthline can be there for any young New
Zealander who is struggling.
“Work is underway to
create new pathways for support. We’re helping to increase
the number of Youthline counsellors to ensure thousands more
young Kiwis get access to mental health support. And,
we’re developing a student-led peer support programme that
will be rolled out in schools across NZ where it’s needed
most.”
The Monkeys Aotearoa Chief Creative Officer,
Damon Stapleton, says: “Many young people experience
feelings of being alone and overwhelmed. The transformation
out of this hopelessness towards hope starts with talking.
To ensure that all young people can take this important
first step, the work demonstrates how something as simple as
talking has the power to transform a seemingly hopeless
situation.”
Head of Planning, Tom Sykes, adds: “We
couldn’t be prouder to have worked with ASB to define how
and where they could deliver on their brand purpose in the
community, then helping them select the right partner to
deliver real long-term impact, and now executing the
programme and taking it to market with comms. Talking can be
a big first step to hope for our teens, so it’s brilliant
that ASB and Youthline are making sure there’s always
someone there to listen.”
Directed by Joel Kefali at
Good Oil, the ‘Talking Is The First Step’ campaign film
is supported by online, out of home advertising and
social.
To view ASB’s ‘Talking Is The First
Step’ campaign film click here:
https://vimeo.com/745621955/32dcfaec33
https://vimeo.com/745622424/324ba3c291
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