Ctient strateg rEport Cs?

k -A\- Cfu"l 9c^1ru, &yo"l - V|APLAQ 7

Introduction:
Bcyondbluc is an indeperulent, non-li',r plol'it, narion $idc orginisation $ithin
Austrulia, rvhich orcrs both digital and ph)slcal rc\(,urces lbr th(rsc sccktpg more
inlbrmation or help rvith cither deprcssion. or an\icr] or borh. Bclondblubt range ol
opcrutions and serviccs are diversc, providing: cmail corrcspondence, tclcphonc
suppo lincs, online chat-rmms $,ilh pRfessionals, pcrrcnal consultations and an
amrl' of inlbrmation <Dlinc. Thc orginisations mission statcment is 'To pro\ idc
nalional lcadcrship 1o reducc thc impact ol dcprcssion and n\ict! in thc Ausllxl!:rn
conrnlunil)' (Bc)()ndbluc 201 4).
The lirrgesl issuc Bc!ondblLrc currcntl) laccs is lhc one rcgatdirg dcprcssion and
un\ictJ in !oung ildulls- Despite all ol Bc\ondbluc's scn iccs and ubunduncc ol
ar ailablc inli)rmation. \'oung iLdults l ()m thc lrgc ol ltS-:-5 ]cars ol agc.Ilthough
a$ arc ol thcir deprcssi()n- like s\ mptoms, arc rcl-firining lro[l sccking help, and
thcrcli)rc not utili,/il1g lhc help d thc bc] ond bluc orginisaLion. and conlinuing t(,
sullcr Whilst bel ondbluc conlinucs k) cducltc J oung adults on a[\ict] und
dcprc\sion. ,iom priman rcsearch collccted il is blatanlh clcar lhat morc could be
donc to encouragc \oung adulls lo scck help.

Siturtion analysisi
Through both primary and sccondan rcscarch conducted, thc main llc(rrs/ rcxs()ns
bchind the currcnl situalion can be alrflbutcd kr personal bclicl! ol-indi\ iduals irnd
stigmlls attachcd lo Dcntul illncsscs, spccificall\ dcprcssion und irn\iel) r\'ithin the
agc Sroup ol- l8-?5 )car olds. Ho\\ c\ cr through a numbcr ol-sun c\ s conductcd morc
spccilic cuuscs could bc idcntilicd. including: cnlbamssmcnt. b.liclirg no onc r\ ould
undcr\land \\ hat lhc\ arc c\pericncing. lccling as though thcir sl nrptonrs ure not 'bad
cnouEh', irnd bcing rtuck in a vicious c\clc ol ncgali\ c LhoughLs. Although thcsc
issucs continue t() discour gc ](,ung adulls t() seck hclp, PR optr)rlunitics ha\.c ilrisen
t() ll.ilnslbnn this issuc. and hopclulll as a cr)nscqucncc cnc()ur.rgc morc )()ung adults
to scck help li)[ deplcssion and irn\ict]. Through I'urther cducation, and
cncour'agemc t ,r()m Lrerorrdbluc. spccilicalll largctcd at \oung adults- tltc stigmas
ass(^'i ted \ ilh mcnlitl hcalth issues such as dcpression and n\iel) will bc brokcn
do$n, 1\ hilst inlbmring indi\ iduals ol-thc supp(lrt scrliccs a\ ailablc.

Key Publics and Slakeholdeis:

As 'Thc plilnncr's abilit\ l() idcnlil\ and anallsc publics is thc c()mcrst()nc ol rn
cl lccti\ e inlc-qratcd comm unic lion canrpaign' (Snith, p 57) thc kc) publics and
\tdlch()ldcrs ha\ c bccn idcntilicd. Thc kcv publics ol most intercst arc lnung adults,
indiliduals bctween the agcs of 18- 25 ycars ol agc, rcgardlcss of gender or ethnicity
all'ectcd b! meotal illness. Other largel. put{ics that \\ ill be kfgeted and integr.rtcd
into the canrpaign arc schffls and uniycrsities. as thcse educational facilities hale thc
mcans ,urd resources to assist in brealiinS do$n the stigma ilssociatcd $ ilh mental
illnesscs, and asking lor hclp $hcn necdcd. Additiorull-v, Iamily md friends oI the
),oung adults lacing an\ict! or deprcssion ill be intcgruted to rcccile ncccssa0'
$
inlormalion rcgarding mcntal health, 'audicnces arc mcrch pcoplc $ho pa)'attcntion
1o a pa(icular mcdium ol communication and receivc mcssagcs' (Smith p 58). Thc
c\pccl.ations ol thcse publics arc k) bc cducalcd, and il nccessar)' cncouragcd to scck
help n hen l ccling sl mploms of an\ictv or dcprcssion, or specilic stcps Lo lbllo$ il a
lovcd onc is sullbring. Thc alorcmcntionc<l groups arc kel audicnces for this
cumpaign as through communicalion $,ith thcsc g()ups. the sliSmas will bc brokcn
do\ n lurther, in addilion to ha.t ing more pcople becoming a\arc o[ thc scn iccs
bc)ondb[rc ol]cni.

In tcrms oI stakcholdcrs, Rub)' Rosc an Austrulian cclcbrit) also an anlbassudor lor

othcr orginisations crcatcd forassisting pcoplc \\ith mcntal illncsscs such as
Hcudspace and National Youth Mcntal Health Foundalion, will bc used lo promotc
cncourugenrcnl to scek hclp through her largc lan basc. As Ruby Rose hirs bccn a vcr)
rocul sulltrcr ol her pa-st and prcsent dealings 1r ith dcprcssion. hcr promotion of
sccking hclp \1 ill help t(t abjgb e thc situation, peEuadin-q morc \I)ung adults to seek
hclp. as Watcrland statcr 'celebilics ure in a uniquc position whcn it comcs to
ellccting changc. Thcir inllucnce oltcn tricklcs doNn much llrthcr than wc rcalizc so
an) timc thc) usc that inlluence lbr good, it should bc cncouragcd' ( Watcrland 2013 ).

Key messages and C.mpaign style:

Thc campaiBn $ill employ trvo dillcrcnt conrmunicalion approachcs, thc diuleguc
modcl, and thc pcrslirsiru mrxlel. These apprraches \\.crc selectcd as to absdt.e the
cuficnt issuc bc\ondbluc hirs, and t() cngagc in communic'ation $,ith irs kc).publicn, in
ordcr to educatc and inli)rD, and ultimalel) cncouragc thcm to scck help and ulilizc
their scrviccs. Taldng a closcr look at the pcrsuirsion m(xlcl, it will bc uscd to
inllucnce indi\ iduals to seck help, as Smith stltcs, 'Pcniuasion is particularl)
ass(riatcd $'ith ad\ocac), the ii-s)mmelric upp()ach to stmtegic communicalion'
(Smith p173). Morco\cr. the diak)gue modcl inYolvcs the 'decplv conscious
intcraction ol two partics in communication (Smith pl73), all(xl.ing be\ondbluc ro
engagc rn a trro-rvav strcam ol communication \\ilh ils ke] publios. srakcholders and
audicnccs. Thcsc irpprorchcs $ ill pror e to bc highll cllcctive li)r bclondbluc and
thcir campaign as they scrve to 'hcal and strcngthen rclationships' (Smi(h 175). As
bclondblue nccds to strcngthen thcir connection $ ith ] oun-q adults, these t$.o
upprou( hcs pR)r idcs thc mcans li,r il \lrongcr rclutlonship bcllaQn tndr\ iduuls
sullcring lroln an\icl) und dcprcssion and thc bcron,Jbluc orfrrutrJlion. Thc mcssagcs
bclondbluc \i ishcs to prcscnt to its tirrgcr publicr and audiencts and slakcholders rvill
bc prcscnted b! a trust$'onh)' sp()kcspcrson, Rub) Rosc. Rubv R()sc $ill prcscnr thcsc
messugcs in dill'erent $a1s, including lcrbul/pcrsonal communication and non lerbal.
Th(lugh a numbcrol Vidco clips strategically placed on scrial mcdia sitcs nd
YouTube, B)stcrs, and Yoicc clips placed on mainstrcam radio slations such as 2da)
FM und Miri l(\6.5 RubY Rose N ill prolidc cncouragcmert and &l(iql-tor indi\ iduals
sulfcring from mcntal ilhcss to scck hclp, thnrugh connccting on iin emoti!c le\.el,
whilsl reassurinB indi\.iduals thal thcy are not alone, and invoking a sensc ol'
bekrnging lor cYcrlonc lccling ncgatiie Icclings lo makc urc o[ bc-\ondblucs scn iccs.

KeJ Messagcsr
- Bel ondbluc is a nalion$ idc orginisation which can pro\.idc supB)rt and
 assislancc lbr those sufl-ering from Anxiet)'or depressi()n
ET cqonc has thcir'bad da)s'- reitcrating ho\v common Deprcssion and
An\iet-v is
Dcpression and An\icly is nothing to be cmb.rrrasscd about
'Just ask'- cncouraging indir iduals tojust ask for help
'lrc been thcre' - cmphasizing that others havc lcll thc sarrc \\'a), and
o\'crcome it

Communlcatlon objectlves:

Goal l:
To break do$ n thc stignus aLssociatcd wilh mcntal illncsses such as Dcpression and
An\iet) rvithin lhc ke) public of )oung adults l\'ithin thc agcs of 18-25 and thc tfgct
audiencc of parcnts and fricnds of someonc suflering lrom nlcntal illncss, schools and
universitics.

Objective l: To ha\ c an ell-cct on lhc a$arcncss of dcprcssion and an\icty t\ ilhin

ll)ung adults; spccilicallv to increasc lheir understanding ol thcsc illncsscs including
$nptoms and lreatmcnts arailable (60% increase ol )oung adults in 6 months) (Use
same sun'c)' conductcd during rescarch phasc)

objective 2: To ha\ c an cl lolt on thc itcccptance o[ lamil)' and liiends d')oun8

adults sullcring l'rom mental illncss; specilically to increase thcir positivc attitudc to
cnsure thcir loved oncs arc ok, and 1() cncouragc thcm to seek help il ncccssary (30%
in 6 months)

Objective 3: To huvc an eflcct on thc awarcncss oi rchcrcls and universities l'ithin

Australia: spccilicall) to increase lhcir undcrstanding o[ deprclision and an\ict]', the
siSns and s)'mpt()ms of thcsc illncssc$, and \\'a) s to cncouragc !oung adults to scck
hclp if thc) need it (All public and private schools pa(icipating in a seminar
rcgarding mcntal hcalth spccili@llJ, tailorcd lbr _\oung adults N,ithin I )car)

Coal 2:
To decreirse the number of l oung adults agcd lrom I ll-25 )ears o[ dgc lrom sulTcring
an\iet! or dcpression orboth, through an incrcase in imlivirluals secking lhe support
ol bcyontlblue and using thc sen'iccs of rvhich the) provide.

ObJcctiye l: To halc an cllbct on acccptancc d )'oung adulls agcd 18-25 )eaff ol'
agc; specilically to increasc thcir attitudc torvard sccking help lbr deprcssion and
an\ic[ (4{)r incrcase in si\ months)
ObJective 2: To hnre an ell'cct on thc action o[ young adults aged 18-25 ycars ol age
who are sullering lrom dcprcssion or an\ict)' or both: specilicall), to obtain an
incrciise in thc usc ol belondblue scnices ( l5.Z incrcasc in 6 monlhs, and an
addilional 57., within a ycar)

Objective 3: To har c un cl lbct on thc action of lamily and friends ol loung adults
dcaling $'ith.m\ie(y or deprcssion; specillcally to obtuin an incrcase in peoplc
accessing Bel'ondbluc's online sen,ices and inlbrmation (15% in 6 months)
Tactic l:
Thc lirst orginisational tactic to bc implcmcntcd !r ill consist ot'a numbcr of I minutc
long YouTubc lideos $hich \r'ill bc shared and disperscd on be)'ondblues dillbrert
so,cial media platfo.ms such as Fuccbd)t. T$'itter, and links postcd on instagrum. Thc
llrsl YouTubc clip $ ill consist oi-Rub\-Rosc the spokcspcrson, introducing thc
content ol-thc upcoming yidcos and their purpose; erplaining that the next 9 \ idcos
ir ill conlain 9 dilfcrcnt indi\ iduuls uged bcts ccn 18-25 ycals ol agc, e\plaininB rhcir
c\pcricnccs 1\ ith dcprcssion and dn\iet),, rclcaling tlhat initiall) prel entcd lhcm lrom
sccking hclp, ho$, thev o\ crcamc thcir issucs, and how thcir lilt is now, suggcsting
bc) ondblucs scryices and $'ebsitc lor an)onc \\ ho N anls anlmorc inlbmalion. Thc
lidcos Nill bc uplcraded orcr a tcn-\\'eek pcri(xl, one \ idco per rrcck. Thc YouTube
clips scne (() rcilcr.rtc ho$'common feelings ol-an\ict! ond deprcssion arc umong
loung adults, cncouftrgc peoplc to scck help il lhey nccd il, and cducate thc viciveN
on bcl ondbluc and thc scn iccs thc) pro\ idc.

Trctic 2:
Thc second taclic thal rlill be incorporaled $ithin thc orginisalion strateg) is the
disscminati)n ol-a stand alone publication: morc specilicalll a lact sheet regarding
l()ung adullr ( l8-25 \'cars ofagc) d deprcssion and an\ietJ. Thc lact shcct rvill bc
dispeBed around thc Uni\,eniities and High sch(x)ls lhut rvill be holding thc clcnts
nrcntioned in stratcg) 1.Thclaclshcctwill bc A4sirc, and prolidc informalion on
signs and s!'mptom of dcpression, slirtistics rcgarding hn$' common mental hcalth
illncsscs arc umong \1)ung adults lnd a numbcr ol numbcni and wcbsites, which can
providc morc inlbrmalion. The l:ut sheet \i ill also mirkc mcntion lo thc upconring
lillks and cl,cnts aruund the c'ounlD,. The facl shcet $ill bc distributcd onlinc to sa\'e
cost o[ printing. The fact sheet $ ill bc sent to Univenitics and high schools across thc
counh, and then (hopclully) loNarded on to thc relet unt aged students of thc
di[lcrcnt educational instilutions. Thc lact shcct ivill .llso be postcd on to bc)()ndblues
$cbsitc and thcir sqjial media sitcs. to ensurc that e|cnone including non-studcns
arc uwarc o[ thc upcomins crenls.

Toctic 3:
TlLctic 3 is thc crealion (rl-a blog, spccilicallJ dcr ctoped for ).oung adults agcs tL ?5
lhut hare dealt with dcprcssion or an\iet) or krth in an)\r al. bcing thcmselvcs, or a
liicnd or a lamil) mcmbcr. Beyondblue irill cncouragc its large online lbll(^ling
th()u8h T\1ittcr, Facckx)k and Instagram, to scnd in thcir story, $ hich $.ill be
lcatured on thc blog. \\ ilh the option ol-rem{ining anonlmous. Thc blog $,ill alrc post
rclc\'ant articlcs, links to approprialc \ ideos, and songs, $ hich rclatc to dcprcssion
and anxiely including links to lhe YouTubc Yidcos lr()m tactic l. Thc ne\\ blog titled,
'Wc all hal c our bad da\ s' ltrthcr highlighls ho$ common negativc feelin-rs arc, as
\r'cll as encoura8ing )oung adults to share lhcir e\pericnccs. As thc blog $ ill obtain u
Iargc lbllo$ing (assumption madc upon currcnl online mcdia suppon). particularll a
younger dcm(r$aphic duc to thc promotion on social media. young individuals N ill
lcam jusl horv others havc ovcrconrc thcir problems, und thus bc m()re inclincd to
scck hclp thcmselles. Thc blog r\ ill be updalcd dail). and rl ill bc run b),3 dillcrcnr
bc)'ondbll'le cmplolees, .Ls ro ensurc nc\\,fbsts e,\,cryday. In addition 1() this, whcn ihc
blog is first launched (hc three bloggcrii \\'ho run it Nill intrcducc thcmschcs, adding
a pcrsonal clcmcnt to thc blog.
Communication Tactics:

StrategJr l:
Interpersonal
An interpersonal strateg); will be implemented as a seclio of lhis campaigtl to initiate
thc break do\r,n in stigmas associaled \\'i1h dcpression and an\iery within young adults
aged 18-25, whilst encouraging indiliduals 1() scek help iI thcy need it. 'lnlerperconal
communication laclics offer seveml stratcgic adlanlages to orginisalion' (Smith p
23I). To absolve thc current situalion and achieve lhc dcsired Soals and its objectivcs,
thrcc communication tactics will be put in place, Fhich will be further e\plained. As
bclondblue is using an intclpersonal approach, the use ol a sPokesperson will be thc
hcart o[ stl.litcgy.

Tactic 1:
The tirsl tactic 1() be put in place lr,ithin this slratc8)' is the appointment of an
inleractive, r'ocal spokesperson that $ ill in essence bc the face ol lhe campa,gn. and
be)'ondblue. Rub) Rose a )oung Australian celebrit]'with a large lan follotving
ivithin Austr.rlia will bc the spokespcrson, as she is respcctcd for talking openll aboul
her strxgglcs \\'i1h depression and an\icl\'. Rosc 1\'ill be invol\ed in a numbcr o[
aclivilies to implencnt changc lilr )oung adulls sufl_eing fro menlal heallh issucs;
spccilically Rosc lfill host seminars and talks at a 5 main univetsilies across lhe
countD', open to anyone whether they are a studenl or not, jn which shc will intcract
Nith thc audiencc of )oung adults aged 18-25 (at schoois only rclelant ages) through
question time lollo$'ing lelling hcr story/ speech. Throughoul these talks the
spokesperson $,ill rcitcrute thc importance of seeking hclp if an indi!idual is lccling
any symptolls, $hilsl cmphasizing ho$'common thcsc fcclings ol bcing dcprcsscd or
anrious are. Pcrsonal involvement and lnli)malion etchangc arc thc t\lo
intcrpersonal slraleg) tactics idenlilled through the use o[ a spokesperson and
exprcssion of hcr e\pcrienccs lvilh mcntal hcalth issres. Thc kcy audiencc and kc)
public are young adults irged 18-25 leal s oI age, a generation conslantl] k)obarded
rr'ilh celebrilies and celebrit], culture, so through a s ell knorvn Auslralian cclcbrit),
indiliduals ma),be more inclined to listcn and be encouraged to her rather than a
llmil)' member or friend.

Tactic 2:
Similarl),to the lirst tactic, the second taclic that \rill be implemented will be
targeting lhc secondaD, audience consistin8 o[ parcnts of lorng adu]ts who are
concerned/ warr morc inlbnD{tion on deprcssion and anxieq'. This will include a
seminar run by bc1'ondbluc cmplol,ces and specialists, Nhilst leatu ng famil]
members ol people r\ ho ha\,e battled deprcssion or an\iel) or both. Volunteer
Psychologists who rvork for bcyondblue \\'ill also spcak lyithin the seminars to
e\plain depression and anxiety in depth, and thc bcsl mclhods to address an),issues
thcir ]oung lamily mcmbcrs ma-r bc Iacing as $,ell as educating the audience on hd!
to idcn{ii' signs and s\'mptoms ol an\icty or deprcssion. Thesc scminirs, which rvill
take placc nation$ ide simulianeously to the llrst tactic, within the same unilcrsitics as
in tactic l. The seminars allow question timc in $,hich parents and family members
can raisc any conccms orcxpcricnces the! have had, and ask l'or advice. Thc kcy
messages that \\ill be consistentl], rcinlbrccd th.oughoot these seminars is that,
dcprcssion and anriicty urc highl) common and it is nothing to bc embanasscd ab(ul.
As Ncll as educating parcnts on ho$ to be positilc inllucrccs to allo$ thcm to
cncourage thcir lo1,cd oncs iI ncccssary'. Thc scminur is nrost dclinitcl)'an inlbrmation
c\change taclic, $,hich ['ill be higl ] cllcclilc, as the inlormation 1\ill reach its
intendcd audicnce $,hilst allowing a 1$'o-$ a)' stream ol- communicali()n lrom parcnts
and bc)'ondblue dlicials.

Tactic 3:
The thid taclic $ ilhin thc inlerpcrsonal stratcg) is d numbcr d publicitv evcnts. Thc
publicil) c\.cnt bcing a small scale fair \\'ill bc promoted through tactic I and 2 of this
slratcg) in addition to thc sccond elqinisation stratcgl'. Thcse lain *ill be hosted b1'
bclondblue. and Bill usc thc samc l(N-ation in which tactic I and 2 trxrk placc;
Uni\ crsities nalion \'\'ide. The lairs \\ ill be al the cnd o[ thc \reck, (aflcr the scminars
and talks ha\c linishcd), at a tinlc in l\'hich a numbcr ol .loung adults agcd bctvccn
18-25 $ ill bc prescnt at lhc site. and Nill consist ol a numbcr ol dillcrcnl stands ol-thc
dil'fcrcnt orginisations al,ailablc lbr individuals rvho sull-cr liom deprcssion and
rn\ict]': spccallcall] the Black Dog Inslitutc, and Hcadspacc. ln addition to thcsc
difercnt slalls bcyondbluc officials rill ask all passing loung adulLs $'ithin thc
unil er-.iit)' il lhc! e\ cr havc negatiYe Icclings or c{cr erpciencc dcprcssion or
un\ict)', ii ) cs, indi\ iduals \r,ill bc cncouragcd to mccl at the lit\!n/ opcn spacc at thc
uniYersit) at a particular time, at ti hich point all )()ung adults (h()pclull), morc than
onc hundred peoplc) rill put thcir righl hand in thc air, stmboliring lhut each of thcse
indiriduals hn\,c cr.pcrienccd somc bad days and l'cclings (r'bcing dcprcsscd ond
ar\ious. Thc hands in thc air, rcprescnts an ans$ cr I rom all of thcse ),oung adulls to
thc question, \\'ho hcrc has had a bad du) consisting ol dcprcssilc or irn\ious
lhoughts? ('Wc all haYc our bad da)s' s ill also bc incorporated in thc sccond
stlateg)') Thcsc largc displays d-indi\,iduals coming k)gclhct to mental health issucs,
and lhc numbcr of pcoplc $ ho n ill hopclull) participate scn es to brcak do11.n somc
sligmiL\ ass()ciatcd ivith mcnrrl hcirlth issucs tyith this agc group. Through
cncour{ging indir iduJls k) be opcn ak)ut thcir histoD ol dcprcssion and anrictl, and
making it a lcss taLq) lopic ol- co[\,emation, bcl,ondblue is encouraging young adulls
1() scek help, r\hilst providing thc inlomlation aboul beYondbluc as an orginisation
und olhcrs alikc to cducatc peoplc on \!hat scn icc'l urc out therc \\.aiting to bc
ulilircd. Beldrdblucs spokcspcrson Rub! Rosc $ill makc an appcarnnce at all of
thcse c\cnts, lo l'unhcr ad\'(ratc a necd lbr change when it comcs to talking about
dcprcssion and an\icty.

Strategy 2:
Orginisational
As deprcssion and an\ict) are dilllcull topics b discuss, \1 hen allemplirg to
cncouragc 1'oung adults to spcak up and gei thc hclp the!. nced it is esscntial to do s()
in a respcctful manncr. With that in nind, thc taclics within this orginisulioDal
straleg\, r\'ill appeal 1() indi\ iduals in un cmotivc Nal, 1() endorsc belondbluc irs an
orginisalion irnd thc scn iccs the). provide, as i\,cll :Ls pronroting thc dil lcrenl clents
a()und Auslrdlin. Rub),Rosc thc appointcd spokespcrson vill make a ,Valuc
Proposilion' (Smith p19l ) as it aids thc cirmpuign l.o lurthcr brcak do$.n pre c\istrng
stigmas aboul deprcssion and anxict) and asking lor hclp umongst )'oung adults
bct$een the agcs ol I tl-25 ) ears ol'age, 'relatcs to objecti\ cs dealing $ ith acccplancc,
l1 hich try ro increasc inrercst or build posiri\.c .rrtirudcs' (Sn lh pl9l).
Timeline:

Fact shcct
senl out
'We all have
our bad days'

YouTube
videos

soeech/talk

t:
Activitv/ExDense Cost
Spokespersons transportittion $2fiX)
(Flights and cab charge \6) \5
Spokespemon Accommodation $ 1250
(3 Nights lnlercontinental per stale) \5
Sisnusc irnd stllls for Fairs $4oo
YouTube \ ideo cditing ard filming $500
(2 hrs per r idco)
(25\ 20)
Total $4rs0

Thcse willbc the onl), costs, as beyondblue alreirdy has a number of \,oluntecrs and l0O current emplo) ees,
therelore their ser\ ices and time spcnt w'orking at thc different elcnts. and on the blog would be included in their
already determincd salaD,. Moreover, the l(ration ol the dillerent seminars and talks at thc 5 diffetent
Uni\,ersilics \l,ould be tiee as it is lbr the benefit ol a number o[ their studenls and emplovces.
 Eaaluation Me{surcs:

- To conduct the samc survel, used in the research stagc on ideas and social
perrceptions of arlxiety and deprcssion, and observe a 60% increase in
irccurate information o[l these Eenta.l health issues in 6 months after the
completion of the campaiSn

- Obeerve aurd record each week frcm the bcginning of the campaigni thc
Iollowing of the rcw 'Everyone has their bad days' blog, as well as an
increase ia bcyondblues social media followers, demoNrating iEcreasing
awarenoss oI beyondblue as a! orginisation

- Measurc the amount of young adults aged I 8-25 using/sceking Beyondblue's

services, and compore to figures from bcl'ore lhe campoign, observe a 15%
incrcase in 6 months and an additional in 5% in a year

- Conduct another survey amongst youag adulls, and ob6crv'e an increase in

individuals who would say something or encourage their loved ons to seek
help for slmptoms of depression or atl\iety