Talk Straight to Young Australians, Says Leading Edge

High Profile Australian MR firm The Leading Edge is providing research backing for the Reach Out! Web site, which helps young people get through tough times. A new advertising campaign for Reach Out!, informed by Leading Edge research, will be launched this week across print, radio and online.

Reach Out! Has had over 1.2 million visitors since it began 5 years ago and is aimed at young people in late adolescence and their early 20s who are going through a major life transition and at increased risk of suicide. Traditional services have often struggled to reach this group. The site is operated by the Inspire Foundation and can be found at www.reachout.com.au . The promotional campaign has been developed by advertising agency, If Your Mind Was A Room, completing a trio of agency names to conjure with.

Jonathan Nicholas, Reach Out! Manager explains the need for the research: 'The Reach Out! Web site delivers information how young people want it - straight up, confidential and accessible in their own time. But with limited resources for advertising and promotion, we need to ensure such activities are as effective as possible'.

According to Tim Schneideman, MD of If Your Mind Was A Room, 'The research clearly identified a key truth - when young people understand exactly what Reach Out! is, they see value in it. The communication challenge was simply to explain what Reach Out! Is ... rather than try to communicate in a 'youth / edgy way''.

Leading Edge MD Derek Leddie says that the site matches the Leading Edge's own philosophy in empowering and inspiring people: 'We have always felt compelled to give back to the community and in this case, a very worthwhile cause which touches the lives of so many Australians - both directly and indirectly'.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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