ALLKND Partners with Australia’s Top Content Creators to Provide Access to Peer-to-Peer Mental Health Training.
Announcement posted by The Brand Aid 06 May 2024
- Creator collaborators including Taz & Alessia, Ella Watkins, James Parr, Jenna Hudson and Georgia & Lily McCudden will take part in this campaign with a combined audience reach of 8.8 million
- From May 6, ALLKND is offering free GEN-Z peer-to-peer mental health training in their research-backed 'Good Mate Training' intending to train 10,000 young Australians throughout the campaign
Sydney, Australia - ALLKND, a Gen Z-led mental health charity dedicated to teaching young Australians how to be better mates, is excited to announce its partnership with 6 of Australia's top content creators, with support from Instagram, for the upcoming Good Mate Championships beginning May 6th, 2024. The collaboration aims to generate awareness of ALLKND, build a compassionate and educated digital community and promote safe, peer-to-peer mental health support through Good Mate Training.
About ALLKND
ALLKND is a pioneering, unconventional mental health charity that doesn't shy away from tough topics and uncomfortable conversations, instead empowering young Aussies with the tools and knowledge they need to do what they've been doing for decades and are already really good at: being good mates.
Through its innovative Good Mate Training program and peer-focused social media resources and storytelling, ALLKND fosters a culture of understanding, empathy, and safe, proactive mental health care among Gen Z Australians, a generation where 1 in 3 deaths are as a result of suicide (more than car accidents), 40% are currently experience mental health challenges, and the majority turn to each other first for support before trusted adults.
About the Founder
Milly Rose Bannister is an award-winning founder, Gen Z specialist and creative director currently thriving in the social impact space. Her personal and brand digital content reaches more than 5 million young Australians each year as a result of her strong background and training in media, journalism, positive psychology and human research. She has been recently featured in Fortune as the internet's 'original Gen Z boss'.
A New Approach to Mental Health Awareness
The Good Mate Championships represents a shift from the traditional model of discussing mental health on a single day of the year, to a more multi-faceted, engaging campaign, meeting young people where they're at. By leveraging the power of social media and the influence of Gen Z creators, ALLKND and Instagram aim to foster meaningful, preventative conversations about mental health among young Australians.
Creator & Partner Involvement
Six hand-selected teams of Australia's top Gen Z creators will compete to make the most significant social impact in mental health education using their social media channels to become the 2024 Champion Good Mates. The teams will strategise their 'game-winning play' and rally their digital audience (team) to get behind the mission and complete their Good Mate Training to stack up points.
TANDA
One of the competing teams is TANDA, comprising influencers Taz and Alessia, who boast a combined social media reach of 1.1m followers. Their participation underscores the influential role that young creators play in shaping conversations and action around youth mental health in Australia.
In 2023, Taz & Alessia surveyed hundreds of members in their digital community to reveal mental health was of number one importance to them. In October last year, TANDA completed a 24 hour livestream that saw 371k engagements and $8,500 in funds raised for ALLKND.
"Our audience is made up of a huge chunk of Gen Z Australians who consume our content daily. Community is at the heart of everything we do, and we understand that what we say has impact. We know that young Aussies want to take action against youth suicide in our country but don't know how to create change. We love partnering with ALLKND to give them that start."
- Taz & Alessia (AKA Team TANDA)
Event Highlights
The digital campaign will culminate in a final 60-minute livestream hosted at Instagram HQ in Sydney. The event will celebrate the creators' social impact, featuring:
- Attendance by all six creator teams and their top supporters (guest list 100 pax)
- A yearbook-style photo booth, catering, a keynote address, and gift bags
- A 60-minute livestream facilitated by Meta's state-of-the-art facilities, hosted on ALLKND's Instagram, featuring interviews with the creators, audience polling, and a live championship round to declare the MVPs
- Announcement of the 2024 Champion Good Mates and the total number of community members trained in Good Mate Training.
For more information, please visit www.allknd.org/gmc or follow ALLKND on Instagram. Also available for media interviews:
- Milly Bannister, ALLKND (170k followers)
- Taz & Alessia (1.1m)
- Jenna with the Pink (1.6m)
- Ella Watkins (3.2m)
- Georgia McCudden (2.25m)
- Lily McCudden (560k)
- James Parr (20k)
- Cody Schaeffer (10k)
About ALLKND
We're a Gen Z-led mental health charity teaching young Aussies how to be better mates through our iconic digital program 'Good Mate Training'. We believe in the #knowmoredomore effect. We're on a mission to smash the stigma, inspire compassion and save lives by getting at least 1 young person in every Australian classroom, office, sports team, household and group chat trained in preventative mental health first aid.
Our team of psychologists and researchers at The Mindful Collective have used evidence-based research to build our signature digital program, Good Mate Training, specifically for young Australians. With the help of the Institute for Social Science Research, we're expecting to compile research that suggests participation in Good Mate Training improves young people's mental health literacy, resilience and self-efficacy, confidence in providing support to peers, and help-seeking behaviours.
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