Australian campaign features misbehaving brains

The work from JWT Melbourne helps tell teenagers it's not them -- it's their brains

MELBOURNE — Misbehaving brains keep their teenage hosts from sleeping, distract them from schoolwork and prevent them from leaving the house in campaign for a nonprofit called Youthbeyondblue.

The ad, created by J. Walter Thompson Melbourne, encompasses YouTube, mobile display and video pre-rolls; Xbox; Facebook; search; and Snapchat Discover via news.com.au’s channel, as well as owned channels such as Instagram.

"We know from Beyondblue’s research that the stigma associated with depression and anxiety is a huge barrier against young people seeking support, said Tim Holmes, J. Walter Thompson creative director. "Our creative aims to show young people that it’s not them, but their brains that can be strange — it’s their brain that may cause them to think weird things, or act irrationally.

Julian Delany, News.com.au general manager, said, "Snapchat’s audience of young mobile consumers is highly engaged, and we are delighted Beyondblue has partnered with news.com.au to be Australia’s first sponsor on the Snapchat Discover channel. The partnership will see the launch of a new video ad format for us — full-screen, vertical aspect-ratio video ads. We're excited to see how this performs."

This article first appeared on campaignasia.com.