Beyondblue: It's not you, it's your brain: encouraging young people to seek support for mental illness

This case study describes a campaign from beyondblue, an Australian non-profit working in mental illness, that leveraged its proprietary insight to 'blame the brain' to help young people understand that their illness is not who they truly are.

Beyondblue: It's not you, it's your brain: encouraging young people to seek support for mental illness

Executive Summary

Depression and anxiety impacts thousands of young people in Australia each year. The problem was, stigma and embarrassment around mental illness meant many young people weren't seeking support, as they were afraid of what others thought. We developed an insight based on beyondblue'sresearch to allow us to blame their brain for depression and anxiety, thereby helping them realise that mental illness isn't who they are, it's something happening to them. This resulted in thousands of young Australians having the confidence...

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