Melbourne’s Royal Children’s Hospital demystifies signs of anxiety for millions of parents in new campaign via Think HQ
Parents in Victoria may be better placed to support their anxious children after a campaign created for Royal Children’s Hospital by purpose-drives agency Think HQ overachieved target by more than 500 per cent.
The ‘Anxiety in Children’ campaign aimed to help parents to recognise the often hard to pinpoint indicators of anxiety in their children and understand when they should seek help.
The campaign encouraging parents to recognise the signs of anxiety and to get help if they persisted.
It targeted parents of primary school aged children (six to 12 years) living in Victoria.
The campaign theme ‘Anxiety in children is common’ drew on the insight that anxiety is more common than many think, but the signs are often put down to something else.
The creative showed children exhibiting what could be signs of anxiety in everyday scenarios, from a tummy ache to not wanting to play or go to school. While these signs could be a normal part of life, they could also indicate anxiety in children.
The campaign encouraged parents to be on the lookout for signs of anxiety – and to get help if they persisted.
Think HQ extended the idea across video, digital and social, with creative translated into five languages in addition to English – Hindi, Arabic, Vietnamese, Simplified Chinese, and Punjabi – in order to reach large culturally and linguistically diverse (CALD) communities.
The four-week campaign, which ran across October, achieved 2.7m display ad impressions – more than 540% above the target.
The media placement reached parents and children across the state.
The media strategy reached CALD communities predominantly through social channels in language.
Says Anna Metcalfe, Melbourne’s 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 team remained professional, patient and ever communicative.’’
Says Jen Sharpe, founder and managing director, Think HQ: “COVID rocked us all, including children. Mental health is a challenging topic and being able to work so well with the team at the Royal Children’s has made for such a good result. This has been a strong example of an inclusive campaign, as we’ve translated the work into five languages. After all, understanding how to provide healthy future for our children is something everyone deserves equally.”
Royal Children’s Hospital
Anthea Rhodes
Anna Metcalfe
Think HQ
Head of Creative Andy Lima
Head of Strategy Lani Cush
Senior Art Director Nathan Barrow
Copywriter John Bryant
Director Cathal Geaney
Cinematographer Michael Lincoln
Producer Bridget Materia
Production Assistant Natasha Brock
Editor Matthew Fregnan
Audio Producer Bridget Bourke
Motion graphics Xiaohong Jiang
Account Service Anu Jose, Miko Hernandez
