Australian online youth mental health organisation ReachOut has launched a new campaign to raise awareness of ReachOut Parents, a free mental health support service aimed at parents and carers of teenagers and young people.

Created collaboration with branding and advertising agency, Yonder Creative, the campaign places emphasis on the critical role that parents and carers play in supporting the mental health of young people. It highlights the free services available through ReachOut Parents. The creative features real relationships, casting young people alongside their parents, chosen for their strong family resemblances, to illustrate the bonds between them.

Research conducted by ReachOut surveyed 1,000 parents and carers across Australia. The study aimed to identify barriers to help-seeking and the types of support that are most desired. ReachOut Parents offers evidence-based information and a free coaching service for parents.

The campaign is funded by the Australian Government Department of Social Services. ReachOut has been providing online mental health support for over two decades, offering services such as one-to-one support, online forums, and resources tailored for young people.

The campaign includes a series of videos available on YouTube. These were produced by Yonder Creative and directed by Dick Sweeney, with production by Louis & Co, post-production by Heckler, audio production by Electric Sheep, and media management by Windsorborn.

Yonder’s Executive Creative Director, Julie Faktor, said: "What we heard from the ReachOut Parents team and via the research, is that when a young person is struggling with their mental health, their parents and carers can feel the weight of it too. Often experiencing similar emotions like feeling alone, helpless and uncertain... This insight inspired our campaign, which lays bare the vulnerability of parents and carers when a young person is struggling and offers them a way forward in helping them access support."

Director of Marketing and Fundraising at ReachOut, Tracey Campbell, said: "Parents and carers can play a vital role in supporting their young person when it comes to their mental health and tough times. However, our research tells us that parents and carers often don’t know where to turn when they need extra support... This campaign seeks to connect with parents and carers to let them know that support is available for them and their young people via ReachOut Parents and that it’s free and simple to access."