A new youth mental health campaign from batyr, has been met with support from all corners of the media and marketing industry, with more than $1.6 million in media value committed to the preventative mental health charity.

The campaign was created by BMF, with media handled by UM and UnLtd, who managed to bring together 17 partners across the industry to support the campaign. Those partners included oOh!media, JCDecaux, Cartology, QMS Media, Val Morgan Outdoor, Val Morgan Digital, Playground XYZ, Urban List, Val Morgan Cinema, NOVA, ARN, Acast, ATN, Nine, Paramount, Seven and Foxtel.

The campaign, titled 'Going Beyond Polite Responses', challenges the cultural norm of responding with a simple 'I'm good' when asked about one's wellbeing. The campaign has led to a 22% increase in traffic to batyr's website and a 30% increase in organic traffic. The campaign also saw a 6% year on year increase in awareness of batyr via Kantar's brand study.

CEO at batyr, Katie Acheson, said: "Too often, shame, embarrassment and fear prevent young people from opening up about their mental health struggles. Our campaign urges young Australians to move beyond surface-level responses and embrace honest dialogue. It's about empowering them to recognise their emotions and reach out for support proactively."

Through peer-to-peer programs delivered in schools and universities nationwide, batyr has engaged with over 400,000 young people, equipping them with tools and skills to navigate mental health challenges. The ongoing support from the media industry enables batyr to amplify its impact and reach more young Australians.

Sophie Bingham, Managing Partner at UM, said: "It's been fantastic to see the industry support such a brilliant partner like batyr for another year. Our aim is to increase awareness and see overall support levels for youth mental health rise among all Australians. With rates of youth mental health challenges increasing, it couldn't be more timely to build as much advocacy as possible through paid media for the wonderful programs that batyr run."

Creative Director at BMF, Harry Stanford, said: "It seems we'll do anything to avoid talking about our mental health, so just because someone says they're fine, it doesn't mean they are. We want young Australians to look beyond the 'I'm goods' and the 'Not bads' and read the fine print on their feelings. It's a privilege to continue working with batyr and hopefully this campaign will give people the nudge they need to find the help they deserve."

Account Director at UnLtd, Emily Long, said: "We are so grateful for the ongoing support of UM and BMF who have delivered another fantastic campaign for batyr, as well as the industry partners who provided their media inventory to drive awareness of this important message at-scale. The creative will hopefully encourage more young people to go beyond polite responses and open up about their mental health."