Mental health issues among young people are reaching critical levels, with one in five children now having a diagnosable condition compared to one in nine in 2017. To address this growing concern, GOOD has teamed up with Leerdammer and YoungMinds to launch Talk It Out, an initiative aimed at encouraging young people to discuss their mental well-being and seek support.
This campaign, infused with Leerdammer’s playful brand identity, uses humor to initiate serious conversations in a way that resonates with youth. Through digital assets, events, and school outreach, Talk It Out aims to engage young people naturally and effectively. But how does a cheese brand contribute to the mental health dialogue, and how does GOOD strike a balance between light-heartedness and the seriousness of the issue?
To ensure alignment with Leerdammer’s values and target audience, GOOD Agency conducted thorough research and identified YoungMinds as the ideal partner for addressing the stigma surrounding youth mental health. Despite the brand’s comedic tone, humor has proven to be an effective tool in breaking down barriers and promoting open discussions on challenging topics.
Visually, Talk It Out embodies a youthful, authentic feel inspired by digital culture, social media trends, and interactive design elements. The campaign’s dynamic aesthetic, featuring bold typography, illustrated stickers, and vibrant color schemes, directly appeals to young audiences while maintaining Leerdammer’s brand presence across various platforms.
As the campaign progresses from a successful pilot event to a nationwide expansion, GOOD Agency continues to develop resources for schools to implement Talk It Out independently. Despite some unexpected requests for cheese samples, the focus remains on raising awareness and guiding young people towards valuable support services like YoungMinds.
Through Talk It Out, GOOD Agency, Leerdammer, and YoungMinds are making a meaningful impact on youth mental health by fostering open conversations and providing essential resources for those in need.