DORITOS + REACHOUT | MULTI-CHANNEL CAMPAIGN PARTNERSHIP
THE CHALLENGE
With youth mental health challenges at an all-time high in Australia, Doritos partnered with ReachOut to normalize conversations around mental health.
The challenge was to turn “I’m fine” from a reflexive response into an invitation to talk.
THE WORK
Built around the insight that 68% of young people commonly deflect with “I’m fine” when asked how they are, the campaign reframed those two words as a starting point for a deeper conversation. The creative platform connected Doritos’ bold spirit of self-expression with ReachOut’s mission to help young people take the next step.
THE 15-SECOND FILMS
Four 15-second films brought the idea to life through four distinct creators and illustration styles. Each film focused on a different mental health stressor, using a visually expressive approach to remind young people that they are not alone.
THE SOCIAL EXTENSIONS
The campaign extended into shorter-form content for Instagram and Facebook, using the established visual language to introduce new Australian youth mental health research and help make conversations around mental health feel more accessible.
THE INFLUENCER PARTNERSHIPS
TikTok partnerships with Nathan Bezzina and Ella Watkins brought personal perspectives into the campaign, encouraging young people to share their own experiences and take the first step toward reaching out.
THE CREATOR STORIES
Two creators took audiences behind the work, sharing their creative process alongside personal reflections on how they support their own wellbeing. The result was content that made the campaign itself part of the conversation.
THE IMPACT
The campaign generated more than 18 million TikTok video views, exceeded Meta view targets by more than 200%, and delivered over 41 million impressions. Creator-led activity helped fuel an online conversation that generated nearly 300 pieces of earned social content.
Most importantly, 81,694 people reached out.
By transforming a familiar phrase of deflection into an invitation to talk, the campaign created a pathway from recognition to conversation, and ultimately, to meaningful action.