Youth mental health service ReachOut has unveiled a new brand identity, supported by a multi-channel awareness campaign. The rebrand represents a complete overhaul of ReachOut’s visual identity, to ensure that it reflects both the lives of young people across Australia, and the breadth of the mental health support that the service provides.
The introduction of a digital-first colour palette and a digitally-led design system has injected more energy into ReachOut’s brand through a graphic language based on digital interfaces such as chat bubbles, emoticons and conversation threads. In addition, ReachOut’s new brand positioning – ‘Helping young people feel better’ was co-developed with young people.
The rebranding process began with extensive qualitative and quantitative research, through Caspar Wright Consultancy which allowed a more nuanced approach for the brand development. The new brand has also been created in partnership with Yonder Creative.
Complementing the rebrand is the launch of a multi-channel awareness campaign that goes behind the screen. The campaign provides a glimpse into the private online world of young people facing mental health challenges. Shot from the device-point-of-view, the campaign utilises a graphic layout that creates an abstract interface to reveal the range of problems young people face.
The campaign is now live and will be rolled out via TV (in-kind support from Foxtel and CSAs), search, social media, and out-of-home - targeting areas where young people travel to school and university.
Director at Flint Productions, Andreas Smetana, shot through glass wherever there was typing on screen to add a sense of realism and pixel tracked the graphic layers to the movements of the commercial’s talent. The same graphic treatment was then extended to a suite of static posters and interpreted for audio.
Tracey Campbell, ReachOut’s Director of Marketing and Fundraising, said that the new identity and campaign reflects ReachOut’s innovative approach to youth mental health services and products.
“Conversations and community are at the heart of what we do at ReachOut and how we support all young people to feel better. Our rebrand and new campaign have been developed to help us reach more of the people we know we can make the biggest difference to,” she said.
Creative Director at Yonder, Julie Faktor, said that the new ReachOut brand reflects both ReachOut and young people.
“Our aim was to deliver a contemporary, cohesive and flexible identity that reflected ReachOut’s evolving service and the way young people communicate today,” she said.
The campaign is supported by funding from the Australian Government under the National Suicide Prevention Leadership and Support Program.
For more information about ReachOut visit ReachOut.com.
Tessa Anderssen / 0411 708 587 / firstname.lastname@example.org
- Brand, identity and campaign development – Yonder Creative: Julie Faktor, Benjamin Gay, Brad Doble, Judit Arroyo, Matt Morgan, Matt Barber and Stacey Paton
- Research and segmentation – Caspar Wright
- Campaign production (video and stills) – Flint: Andreas Smetana, Christina Gerace, Greg Eagle and Petra Valent
- Audio production – Electric Sheep Music: Joe Mount and Kate Stenhouse
- Media strategy – Mindshare (pro bono)
- Social media campaign implementation – Neo Media
- Search strategy and implementation – Digital Ninjas
- Campaign media partners
- Habitat Networks
ReachOut is the leading online mental health service in Australia supporting young people during tough times.
ReachOut helps young people feel better about today and the future, no matter what challenge they’re facing. They provide a safe place where young people can openly express themselves, explore what’s happening in their lives, connect with people who understand their situation, and find the resources to help them manage their challenges now and in the future.
Anonymous, free and 100% online, ReachOut has been designed specifically for – and with – young people. From one-to-one support from experienced peer workers, to online forums, as well as tips, stories and resources, ReachOut offers a wide range of support options that allow young people to engage in the ways they want to, when they want to, and has been doing so for more than 20 years.
And, ReachOut Parents and ReachOut Schools provide valuable information, resources and advice to help parents, carers and educators to better understand the young people in their lives and to play an active role in their wellbeing.
ReachOut encourages safe reporting about mental ill health and suicide and encourages media to report according to the Mindframe guidelines.