We’ve Got Your Back

Case Studies

gq-logoHeadspace is the Australian Government-funded National Youth Mental Health service providing support to all young Australians aged 12 to 25 and their families. In April 2012 headspace launched a groundbreaking national campaign, “We’ve Got Your Back”. The campaign tackled serious issues affecting young people in Australia today including relationship break ups, exam stress, peer pressure, bullying and depression. The campaign addressed these issues like no other mental health organisation has done before – using non-clinical terms. This was achieved by having strong youth involvement in the development of the campaign. This campaign had a goal of improving awareness of the organisation through branding and a social marketing goal of increasing the number of young people who access mental health services. Thus the aim of the campaign was to improve awareness of the headspace brand and services to provide greater assistance and advice to young people suffering from mental illness.