Purpose-driven tea brand, MOOD, is rallying the marketing and advertising industry to join their mission for mental health at the City2Surf 2024 event.

The brand is aiming to gather 100 industry runners to join their 60-strong team, 'The MOOD Crew', with a fundraising goal of $30,000. The funds raised will be used to support Australian youth mental health programs and to break the stigma around seeking help.

The MOOD Crew includes industry leaders from oOh!, PHD, Initiative, Dentsu, OMD Australia, and more. This will be the first time the MOOD Crew is participating in the City2Surf event. If the fundraising target is met, the MOOD Crew will fund 1,000 young people through programs designed to enhance their mental health toolkits.

In the lead up to City2Surf, MOOD will host team-bonding events, including a kick-off session where the team will receive goodie bags containing products from Greenback, No Pong and MOOD, as well as the MOOD Crew active t-shirt. MOOD sells a range of premium teas, with all profits funding youth mental health programs.

MOOD tea was created by over 100 companies from the media, marketing and advertising industry, alongside its parent company UnLtd, with the aim to raise funds for youth mental health. MOOD was publicly launched in 2021 via an e-commerce store, and launched in Woolworths stores nationally from 2022.

General Manager of MOOD, Rachel Troy, said: "We wanted to provide an opportunity for our industry to connect and what better way to do that than by coming together for a good cause? As a bonus, the event will give everyone an opportunity to network and bond with colleagues from across the industry, all while helping to set up young Australians to feel more prepared to manage and cope with life, before they hit crisis point."

Group Sales Director (Australia) at oOh! Media, Chris Freel, said: "We are delighted to team up with our good friends at MOOD and our clients to run in this years’ City2Surf. We know that taking time out to exercise has a positive impact on both your physical and mental health and being able to raise funds to support youth mental health at the same time is a win-win. We also get to run past and admire some of the best street furniture in the country, including our new Woollahra network, which will help drag us all round the course!"