Anxiety in children is common, and it’s something we can address.
Deliverables
Video
Social tiles
Digital advertising
Brief
Mental health affects us all and requires diligence and care in its maintenance and management. We have seen this amplified throughout the global pandemic and the conversation continues to shift emphasising the importance of mental health and the availability of support systems in place.
Anxiety, like other mental health difficulties, can arise in children of all ages and manifest in a variety of ways. The signs of anxiety are often subtle, insidious and difficult to distinguish from every day worries. When children experience anxiety, the symptoms can show up in ways that parents don’t expect and can easily be misdiagnosed as ‘growing pains’ or children acting out.
In Collaboration with the Royal Children’s Hospital, the ‘Anxiety in Children’ campaign sought to educate and inform parents on how to recognise the signs of anxiety in their children and direct them to the necessary help resources.
Based in building trust, raising awareness and sharing information, the campaign audience was Victorian parents of primary school children with transcreated materials to include the culturally and linguistically diverse.
Although the stigma associated with mental health is lessening, there is still a long way to go until mental illnesses and conversations about them are normalised in the same way other physical illnesses are.
The materials needed to showcase the reality of anxiety and how easily it can be mistaken for something else, while simultaneously encouraging empathetic conversations and directing parents to seek support through the Royal Children’s hospital.
Think HQ were thoughtful and thorough when conceptualising and bringing to life our campaign. We felt truly listened to and involved in the process, while guided by their expertise and clever ideas. Despite us coming up against barriers and delays throughout the process, the Think HQ team remained professional, patient and ever communicative.
Execution
Working with RCH, Think HQ created and carried out an integrated campaign rooted in the idea that ‘Anxiety in children is common.’ The overarching goal was to raise awareness among parents and share the message that anxiety is more common than they may have thought.
The campaign materials showed children in everyday scenarios that on the surface seem innocuous but could actually be signs of anxiety. Moments like having a tummy ache or not wanting to go to school or play, could easily be part of normal life but could also be anxiety.
Parents were prompted to be vigilant, to recognise the signs of anxiety, and in cases where they persist, to contact the Royal Children’s Hospital to find additional support resources.
Outcome
The campaign was carried out across video, digital and social media. We co-designed and produced a 15-second video encouraging empathetic conversations about anxiety. Along with supporting social media assets, digital banners and a landing page for the RCH website.
All creative assets were translated into 5 languages – Hindi, Arabic, Vietnamese, Simplified Chinese and Punjabi. Ensuring the inclusion of parents with culturally and linguistically diverse backgrounds.
‘Anxiety in children’ garnered successful reach and impressions relative to the objectives of raising awareness and sharing educative content.
Results included:
- 298 Media mentions with interviews including the Herald Sun, Nine News, ABC radio, 3AW and several more.
- Over 45,000 people reached through Organic social media posts.
- Display ad impressions reached 540% of the target goal (2,706,763 out of a 500,000 target)
- Normalising conversations about mental health is crucial. The more we can promote open, honest and safe discussions around anxiety, the better equipped we are to support anyone who experiences it.
