Kids Help Line

Turning gaming culture into a space for meaningful mental health conversations

Services

• Integrated Production
• Campaign Delivery
• Cross-Channel Rollout
• Stakeholder Coordination

Snapshot

Working with M&C Saatchi, I produced the digital assets for the campaign, supporting the rollout of an interactive live-stream experience designed specifically for Twitch.

The campaign used gaming as the entry point, helping transform a platform young people already loved into a more open and approachable environment for mental health conversations. The result was a campaign that felt culturally relevant, audience-first and genuinely participatory.

The Challenge

Tourism Australia needed campaign production support at a time when messaging had to be responsive, considered and strategically aligned. The work required a cross channel appraoch, with multiple moving parts, tight timelines and a high level of coordination between creative, production and stakeholder teams.

Results

The campaign delivered strong audience engagement and meaningful interaction at scale.

• 26+ million impressions
• 7-minute average dwell time
• 6,000+ unique chats
• Effie Award nomination

The Outcome

Truth and Loot showed how digital platforms can be used in smarter, more human ways. By tapping into gaming culture and live interaction, the campaign gave young people a fresh and accessible way to talk about mental health.