Thursday, June 20, 2024

Doritos encourages young Aussies to address their mental health

Doritos has introduced Chippy, a comedian with a “point of difference (or three)”, in a new film and accompanying campaign to encourage Gen Zs to take action on their mental health.

This is a continuation of the brand’s partnership with youth mental health organisation ReachOut.

Chippy is described as an up-and-coming young comedian with a Doritos chip for a head who’s navigating the ups and downs of modern life, from dating to identity to self-worth.

The film drops the audience into the middle of one of Chippy’s stand-up sets, right at the moment where the flavoursome comedian feels bold enough to open up and be vulnerable in front of a live audience. Chippy goes on to share a series of comical anecdotes that illustrate the positive effects of using the ReachOut platform to help him cope with different life situations and the mental health challenges he’s faced with.

Doritos believes Chippy’s bold look and relatable story can cut through to help spearhead a cultural shift from mental health awareness to action amongst young people in Australia.

PepsiCo ANZ CMO Vandita Pandey says Doritos is all about being bold, and talking about mental health is one of the boldest things you can do.

“There’s a significant gap between awareness and action when it comes to mental health and Gen Z, so we needed to do something different to cut through, and what better way than turning the iconic Doritos chip into such a distinct, fun and relatable character,” she says.

“Seeing Chippy share his story with the bold vulnerability that typifies stand-up comedy is something we truly hope will inspire young people to be bold and reach out for their own mental health.”

ReachOut Director of Marketing and Fundraising Tracey Campbell says more than one in three young Australians are currently experiencing a mental health difficulty.

“And, more than one million of them are not accessing professional support,” she says.

“These stats demonstrate the fact that young people face a range of barriers when it comes to seeking help for mental health concerns, and one of those barriers is stigma.

“Having such a well-loved brand stand up for this important issue and engage with young people in a way that is non-intimidating and meaningful to them provides a huge opportunity to connect young people across the country with the mental health support they need.”

The campaign hero film has launched this week, with Chippy making appearances across social media, out-of-home advertising and as the face of a personalised interactive online portal to engage audiences in conversations and content surrounding their own mental health journey.

The campaign marks a second year of Doritos’ partnership with ReachOut, a key initiative that underpins Doritos’ aim to get one million Gen Zs to take action towards looking after their mental health by 2026.

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