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Lifting the weight of mental health — Carbon Creative

Lifting the
weight of
mental health

Lifting the weight of mental health

headspace

We know that Aboriginal and Torres Strait Islander young people are faced with additional challenges and barriers that impact their mental health and wellbeing. With our client headspace, we wanted to make sure they knew how to recognise the signs – and where they could go for help.

The brief

Aboriginal and Torres Strait Islander young people may not necessarily recognise the signs of mental health difficulties, or may face stigma and shame for reaching out for support if they do. This, combined with compounding stressors and a lack of access to culturally safe supports, has led to unacceptable levels of youth suicide in Aboriginal and Torres Strait Islander communities. With this insight front and centre, Carbon and headspace set about developing a creative campaign that could reach out directly to our young target audience, offering practical advice and de-stigmatising asking for help.

The good

Our campaign was co-created with young people to directly speak to the realities of being a young Aboriginal or Torres Strait Islander person today. Launched across TV, radio and online ‘Take a Step’ featured real people and encouraged Aboriginal and Torres Strait Islander youth to ‘remove the weight’ and take a step to better mental health by doing small, achievable things.

The impact

Warm and empathetic without being condescending, ‘Take a Step’ is still in its early stages but early reactions from both stakeholders and young people have been extremely positive, with an aim to see a reduction in stigma and increase in help-seeking behaviours long-term.

The campaign incorporated bright colours and positive design with elements created by Indigenous artist, Jasmine Craciun.

Using real people throughout the campaign added extra authenticity.

Multiple resources were created to help young people take a step towards better mental health.

Multiple resources were created to help young people take a step towards better mental health.