The Monkeys Aotearoa creates new campaign for ASB & Youthline

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AUCKLAND, Monday: The Monkeys Aotearoa, with Youthline partner ASB, has developed a campaign, Talking Is The First Step, to help accelerate the vital work of Youthline.

ASB has entered into a three-year principal partnership with the mental health advocacy group, and has launched a new campaign to announce the new alliance.

The new campaign aims to help connect more young people with mental health support. It targets 12 to 19-year-olds – a group disproportionately affected by the challenges of mental distress, and overrepresented in New Zealand’s suicide statistics.

ASB chief transformation officer Lohit Kalburgi said: “We have a commitment to helping our rangatahi build the strong foundations they need to succeed in life. Through this three-year partnership, we want to ensure Youthline can be there for any young New Zealander who is struggling.

“Work is under way to create new pathways for support. We’re helping to increase the number of Youthline counsellors to ensure thousands more young Kiwis get access to mental health support. And, we’re developing a student-led peer support programme that will be rolled out in schools across NZ where it’s needed most.”

“Many young people experience feelings of being alone and overwhelmed. The transformation out of this hopelessness towards hope starts with talking.”

The Monkeys Aotearoa chief creative officer Damon Stapleton said: “Many young people experience feelings of being alone and overwhelmed. The transformation out of this hopelessness towards hope starts with talking.

“To ensure that all young people can take this important first step, the work demonstrates how something as simple as talking has the power to transform a seemingly hopeless situation.”

The Monkeys Aotearoa head of planning Tom Sykes said: “We couldn’t be prouder to have worked with ASB to define how and where they could deliver on their brand purpose in the community, then helping them select the right partner to deliver real long-term impact, and now executing the programme and taking it to market with comms.

“Talking can be a big first step to hope for our teens, so it’s brilliant that ASB and Youthline are making sure there’s always someone there to listen.”

Directed by Joel Kefali at Good Oil, the Talking Is The First Step campaign film is supported by online, out-of-home advertising and social.

  • View the films below


Strategic & Creative agency: The Monkeys, part of Accenture Song
Chief Creative Officer: Damon Stapleton
Chief Business Officer: Storm Day
Head of Planning: Tom Sykes
Group Business Director: Ruth Coulson
Group Business Director: James Allan
Creative Directors: James Conner & Christie Cooper
Copy Writer: Nick Dellabarca
Art Director: Liz Richards
Senior Business Manager: Olive Broughton
Producer: Callum Crabb

Client: ASB
Chief Transformation Officer: Lohit Kalburgi
Chief Marketing Officer: Helen Fitzsimons
Head of Brand: Sumi King
Head of Community, Sponsorship & Events: Mark Graham
Sponsorship Manager: Shelley Dunmore
Brand Lead: Elle Lee
Marketing Services Lead: Sharon Moffat
Associate Sponsorship Manager: Hannah McHug
Senior Social Media Manager: Jasmine Taggart

Client: Youthline
Fundraising, Marketing & Communications Manager: Elizabeth Maddison
Media Partners: Dentsu, Acquire, Search Republic

Film Company: Good Oil Films
Director: Joel Kefali
Managing Director: George Mackenzie
Executive Producer: Andrew McLean
Producer: Anna Stuart
DOP: Crighton Bone
Production Designer: Guy Treadgold
Editor: Dan Kircher
Post: Blockhead
Colourist: Dave Gibson
Photography: Collective Force | Reagen Butler
Music & Sound: Franklin Rd

About The Monkeys Aotearoa
The Monkeys, part of Accenture Song, does not have a dedicated NZ site – all enquiries lead to the Aussie site.

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