The Reach Foundation has been changing the mental health game for almost 30 years, by giving young people the skills, language and the space to express their true authentic self. The Annual Round For Reach Campaign, in partnership with Melbourne Football Club returned to the MCG this year to both honour the legacy left behind by the late Jim Stynes, and raise vital funds that will help Reach continue their important work. In Australia, 99% of mental health funding goes towards crisis and intervention, but only 1% of funding goes towards preventing it happening in the first place. That’s why this annual campaign is so important.

When Reach engaged us for this project, with a turnaround of 3 weeks from concept development to final delivery, we were more than up for the challenge. Our focus for this year's campaign was that Reach’s work is preventative, and by getting in front of young people from an early age, will help them navigate through life’s head noise.

We would do this by highlighting some of the most relatable insecurities that all young people experience growing up, and the types of positive reinforcement that is practiced at Reach, to help them thrive.

A number of assets were produced which included TVC, radio, digital, outdoor and print. This year's AFL Blockbuster took place on Sunday 2nd April at the MCG, between the Melbourne Demons & Sydney Swans.

Proudly sponsored by Melbourne Football Club, Zurich, QMS Media & Third Space Studios.