Don’t get angry…

This project was part of a Federal Government communications platform to connect with isolated young men experiencing mental health challenges. Our goal was to address a multifaceted and multifactorial situation leading to complex psychological outcomes – but to get there we needed content to be entertaining, disarming and authentic to the audience.

And thus we arrived at a YouTube prank series (yep, you read that right). We teamed up with healthy masculinity educators The Man Cave and invited prominent young Aussie guys from around the ‘net for a heartfelt, constructive convo about emotions that crucially didn’t look like one. Bang on brief.

Role overview:

• Ideation

• Copywriting

• Film co-production

• Sound co-production

• Presenting

• Supporting assets co-production