headspace Australia.

Young Australias were in the middle of a mental health emergency. With record numbers lacking the fundamentals to stay on track, headspace wanted to create safe, authentic spaces for young Australians and their carers where they could discover resources, identify help and source online support.

The only way to make it work was to make it social first. We developed a new tone of voice that balanced relatability with leadership, and pressed go on a new way of thinking for charities in the sector.

Audience engagement skyrocketed, engagement with services went through the roof, and we saw more young people coming to headspace via social than ever before. More importantly, surveys showed attitudes toward headspace shifted from adults first to young people first. A win in my book.