Turning tea into a weapon in the fight against youth suicide.
Youth suicide is the #1 killer of young Australians. But funding youth mental health programmes can save young lives. So, we created Mood Tea, the product. We branded it with a modular typographic logo that changes, just like your mood. Our launch campaign reimagined the mental health stories of real young people, encouraging consumers to ‘sip selflessly’. We then sold Mood online via subscription, ensuring regular funding for mental health programs for years to come, and in partnership with Woolies, we made sure Mood is available all over the country. Now anyone can fight youth suicide by buying Mood Tea and pouring it forward for the next generation.