A new campaign launched by the Royal Children’s Hospital via Think HQ called ‘Anxiety in Children’ aims to help parents to recognize the often hard-to-pinpoint indicators of anxiety in their children and understand when they should seek help.
The campaign encourages parents to recognize the signs of anxiety and to get help if they persisted. It targets parents of primary school-aged children (six to 12 years) living in Victoria.
The campaign theme ‘Anxiety in children is common’ drew on the insight that anxiety is more common than many think, but the signs are often put down to something else.
Think HQ Founder & Managing Director Jen Sharpe said, “COVID rocked us all, including children. Mental health is a challenging topic and being able to work so well with the team at the Royal Children’s has made for such a good result.”
The creative show children exhibiting what could be signs of anxiety in everyday scenarios, from a tummy ache to not wanting to play or go to school. While these signs could be a normal part of life, they could also indicate anxiety in children.
It encourages parents to be on the lookout for signs of anxiety – and to get help if they persisted. It was translated into five languages in addition to English – Hindi, Arabic, Vietnamese, Simplified Chinese, and Punjabi – in order to reach large culturally and linguistically diverse (CALD) communities.
Melbourne’s Royal Children’s Hospital’s Anna Metcalfe added, “Think HQ were thoughtful and thorough when conceptualizing and bringing to life our campaign. We felt truly listened to and involved in the process, while guided by their expertise and clever ideas. Despite us coming up against barriers and delays throughout the process, the Think team remained professional, patient and ever communicative.’’
Royal Children’s Hospital
Head of Creative Andy Lima
Head of Strategy Lani Cush
Senior Art Director Nathan Barrow
Copywriter John Bryant
Director Cathal Geaney
Cinematographer Michael Lincoln
Producer Bridget Materia
Production Assistant Natasha Brock
Editor Matthew Fregnan
Audio Producer Bridget Bourke
Motion graphics Xiaohong Jiang
Account Service Anu Jose, Miko Hernandez