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.
