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June, 2024

Black Dog Institute pioneers ‘Clearly Me’ mental health app for teens, debuts video campaign

Black Dog Institute has taken the wrappers off ‘Clearly Me’, a pioneering mental health app for Australian teens aged 12-17 who are experiencing depressive symptoms or psychological distress.

The app was developed in collaboration with parents, teens, and mental health experts. To support its launch, the NFP worked with Producible, a full-service production agency and long-term partner of Black Dog Institute, to create a series of launch videos for to bring ‘Clearly Me’ to market.

The first video introduces the free app to parents and carers. The ‘Clearly Me’ campaign includes unscripted, long-form videos that explain the benefits of the app. The content will be hosted on the Black Dog Institute’s website. The campaign also includes seven short-form signpost videos, presented as if recorded by young people on their own devices. The content will be used as sponsored posts on popular social media channels like TikTok, Snapchat, YouTube, and Instagram.

“Offering teenagers bite-sized chunks of psychological therapy is daunting and yet many forget to go straight to the source – those young adults being affected,” Black Dog Institute Marketing Manager, Anthony Nedanoski, said. “Working with these young adults, mental health professionals and Producible, we are proud to launch an app that has clear advice on current mental health topics and whilst also helping those users overcome negative thinking.”

Director of Strategy & Creative at Producible, David Flanagan, was proud to have brought this to market. “For many Young Australians, mental health programs are not designed to best meet their needs, with many apps not placing importance on educating and helping teens,” he said.

“Working with Black Dog Institute, we were tasked with communicating such a unique touchpoint, ensuring usability and accessibility was top of mind.”

Building the app was undertaken in three phases: Scoping and end-user consultations; development of a smartphone Cognitive Behavioural Therapy (CBT) based app for teens; and evaluation through a high-quality randomised control trial. ClearlyMe is now available as a self-guided app on the Apple App Store and Google Play Store.