Home > APG Planning Idol 2015
The Client ReachOut Australia (previously the Inspire Foundation) Corporate website: reachout.com/about Consumer website: reachout.com The Issue Right now, 1 in 4 young Aussies live with a mental health difficulty, and suicide remains the most common cause of death for people aged 14-25 years. More than 80% of young males and nearly 70% of young females experiencing mental health problems don't get the support they need. The Opportunity ReachOut.com is an online mental health service that makes sure help is there, when and where they need it. ReachOut also provides resources and information to friends, teachers, education workers and health professionals so they can better support and understand the things that young people are going through. In 2016, ReachOut will extend this approach with the launch of ReachOut Parents, an online service specifically designed to better equip parents and carers of young people who are going through tough times. The Challenge Building on the success of There's Life After Year 12 Exams (a campaign targeting young people that launched in 2014 and will be expanded upon in October 2015), we are searching for our next big idea: this time with parents in mind. The campaign concept must emotionally connect with parents by demonstrating that we understand their experience, and that ReachOut is a place they can turn to for non-judgmental and practical information across a range of issues that will help them provide support for young people in their lives. What Success Looks Like ReachOut's brand voice is positively provocative, somewhere between politely opinionated and polarising. The right idea will spark a conversation that feels new because no one else has had it, but it should not be polarising for the sake of it. It should engage parents with some optimism and without alienating young people. The campaign should reflect ReachOut's overall communications and brand strategy, ensuring that:
ADDITIONAL RESOURCES +
Watch this video for more information.
Click here for more about ReachOut.com and here for more on Suicide prevention.
Click here our Australian Research PDF.
ADDITIONAL BACKGROUND +
What it is ReachOut Parents? How it will work? Exact details of service design are still being scoped, though it's safe to say that ReachOut Parents will draw on elements that feature on ReachOut.com and ReachOut.com/professionals. The emphasis will be on practical self-help information, online tools, peer-to-peer support (forums) and personal stories. While the service will contain some information about managing one's own mental health, the key elements are on parents helping/understanding/connecting with the young people in their lives. Will this be an entirely new platform? Or will it sit alongside/within the existing ReachOut.com? This is still being determined through research and consultation. At this stage we anticipate the final product will be a centralised site with different user journeys from a central landing page. The transition to a core site may happen in several stages, so it's still likely that ReachOut Parents may at first appear as a separate site (with young people and professionals being migrated into the new system over time). Do you currently have more information/insights on the target audience? A comprehensive research phase is well underway. We are talking to young people, mothers, fathers and other service providers across a range of backgrounds, family structures and areas. The research includes literature review, focus groups and quantitative analysis. Depending on timeframes, ReachOut can provide insights during the process. Please attach any relevant research that would assist with this brief. We've supplied some background information on a recent campaign and information about our brand voice. 1) Brand Review (2014) Key take-outs:
2) ReachOut Australia's Brand House Key take-outs:
3) There's Life After Year 12 Exams (2014) Market Research Findings Key take-outs: