 |
The racist abuse hurled at Marcus Rashford, Bukayo Saka and Jadon Sancho after the Euro 2020 final isn’t just about missed penalties and it isn’t confined to elite footballers. Young … read moreblack men face racism every day, on top of the same stresses that everyone else faces, yet too often they feel obliged to put on a brave face. Shout’s research conducted by agency The Outsiders explored black youth culture and common barriers to mental health in the black community. They concluded that this is a group in which many boys and men are struggling with mental health but don’t feel like services like Shout are for them. Often there is a reluctance to open up about anxieties because of pressure to maintain a persona that’s strong and not overly emotional. Shout 85258 collaborated with Create Not Hate to create a campaign which addresses this. The new campaign, “Better Out” encourages young black males to take their mental health seriously, to open up and share their emotions, and to use the Shout 85258 text service to seek help if they need it - however big or small their worries. The campaign explores the insight around masking emotions through two different executions. The first is ‘Hide Your Unhappy’, a campaign which uses a provocative headline to grab the attention of a new demographic for the Shout helpline, which until now has been used mostly by young white women. The marketing campaign offers “Free Smile Masks” depicting the faces of smiling young men to help you “Hide Your Unhappy.” On the back of each mask is a message telling people that they don’t need to hide behind a smile, urging them to talk over their problems with Shout by texting BETTEROUT to 85258. The second execution is a video featuring a conversation between two young men that captures the superficial chat and the unspoken feelings behind it. This is another means of conveying the ‘Better Out’ message and how masking conversations can exacerbate negative emotions when feeling low. This will be shared across social media channels most popular with young people: Snapchat, Instagram and YouTube. Total Media have generously supported Create Not Hate again by securing free media.
The campaign has been funded by Harry’s, a men’s care brand who have a social impact mission of giving to organisations that promote better mental health care for men. Globally, Harry's have donated over $5M, working with 14 charities worldwide.
read less...Creatives (Create Not Hate participants)
Kirubael Alebachew Desalgen (16)
Daniel Gonzalez (16)
Nadelle Alexa Yawson (17)
Sorina Maria Bejinaru (17)
Howard Onweng
Project Managers
Summer Rozenbroek
Chris Muirhead-Hernandez
Flora Henry
Planner
Anna Coscia
Account Director
Stuart Crossman
Photographer
Gary Morrisroe
Actors/ Model (Create Not Hate participants)
Plando Hoppe (15)
Terelle West (16)
Ramel Antonio Preston (18)
Karim Simpson (18)
Oluwatobi Moses (18)
Production Co
Quiet Storm
Editor
Andrew Fraser
Post Production
David Owen
Media
Total Media
Mentors
Matt Davis, Vikesh Amey Bhatt, Paul Bell, Matt Gooden, Antoinette de Lisser, Farhat Zaheer, Nell Bhadresha, Ed Morris, Chris Medford, Bethany Campbell-Jones and Ben Blackmore.
Youth Outreach
WAC Arts College- Ada Gokay
Greenhouse Sports Centre Charity – Shahida Victor
|
Gold sponsors
The Best Ad Jobs
Retrieving latest jobs
Visit Campaign Brief for Australian creative
advertising news
|
 |
