THE UNACHIEVYS
How re-framing unrealistic expectations helped motivate young Australians to seek mental health support – by delivering headspace’s highest campaign cut-through to date.
THE CHALLENGE
Awareness wasn’t the issue. Action was
headspace supports young Australians aged 15–24, yet despite rising mental health challenges, many young people remained reluctant to seek help.
Research showed the barrier wasn’t lack of information – it was stigma, pressure and unrealistic expectations about coping with life. Traditional awareness-led messaging risked being seen yet ignored.
The challenge was clear: shift mindset first – then behaviour.
The IDEA
The Unachievys
We identified a core insight: unrealistic expectations do more damage than adversity itself.
Instead of lecturing or dramatising mental health, we flipped the narrative.
The Unachievys – a mock awards ceremony – humorously celebrated life’s so-called 'failures', re-framing struggle as normal and human.
Humour became the circuit breaker – cutting through defensiveness, lowering stigma, and creating emotional permission to seek help.
THE APPROACH
Precision storytelling, not blanket awareness
Extensive discovery distilled hundreds of audience perspectives into a single, actionable insight.
Creative territories were tested directly with young audiences, with humour emerging as the most effective tone.
A modular production approach allowed rapid adaptation across priority cohorts, including Young Men, First Nations youth, LGBTQIA+ youth, and Regional & Remote audiences.
Media was optimised for relevance and reach, spanning TV, social, digital, radio and print.
The result was a campaign designed not just to be seen – but to resonate and motivate.
THE OUTCOME
Headspace’s strongest campaign performance on record
cut-through
score of any headspace campaign to date.
Critically, the campaign moved beyond awareness into measurable behavioural intent.
WHY IT MATTERED
From messaging to momentum
The Unachievys demonstrated that when insight, tone and delivery are aligned, even deeply sensitive issues can drive action at scale.
By re-framing mental health through a human, culturally relevant lens, the campaign helped headspace:
Reduce stigma.
Increase willingness to seek support.
Strengthen its role as a trusted, accessible resource for young Australians.
