Young and Well CRC

Industry: Government/Non-profit
Services: Campaign Strategy , Social Media Strategy
Young and Well CRC

CRC: Appreciate a Mate Case Study

About the Client

Zuni are a supporting Partner in the Young and Well CRC, a federal government initiative which unites young people with researchers, practitioners and innovators from over 70 partner organisations across the not-for-profit, academic, government and corporate sectors. The Young and Well CRC explores the role of technology in young people’s lives, and how technology can be used to improve the mental health and wellbeing of young people aged 12 to 25 and is established under the Australan Government’s Cooperative Research Centre’s programme.

Zuni, along with the University of Western Sydney, Queensland University of Technology and the University of South Australia are leading activities as part of the Safe and Supportive Research Program with the Safe and Well Online project responsible for developing and testing a program of online, youth-centered social marketing campaigns to promote young people’s safety and wellbeing online. Safe and Well Online was originally based on NAPCAN’s Smart Online, Safe Offline framework.

Over the last five years, we have strategically developed and executed four social campaigns.

Challenge, Approach & Solution


Body image is not a ‘problem’, it’s a universal human concept, no matter what your age. There is a basic human need to be valued, appreciated and validated in your own social context. All humans desire social inclusion; to be part of a group, a community, to ‘belong’. We know that people look to their peers for a model of how they should behave, and are more likely to change their behaviour if they are told (or see) others doing it.

@ppreciate A Mate takes the existing online habit of ‘the selfie and effusive praise’ and uses it to facilitate desired behaviour. In this case, positive communication that builds self-esteem and good body image.


A mobile and desktop enabled site, as well as an iPhone App, that allows users to generate customisable, highly crafted messages of appreciation and then pass them on via Tumblr, Twitter, Facebook, Instagram and text.

The messages were developed in conjunction with our primary audience (young people aged 12 to 18 years old) via a series of co-design workshops. Twenty-eight graphic artists from around the world then interpreted the messages in their unique way to create the 40 possible quotes and messages, and customise colours and backgrounds, resulting in 20,000 possible permutations.


See the Work


  • 23,136 images were created during the campaign period
  • 5% were returning visitors
  • Average visit duration of 1 minute 40 seconds
  • Featured on over 100+ blogs across various verticals including design, youth support services, technology, government, trends and personal
  • Download the Evaluation Report

Overarching Safe and Well Online Report for all digital campaigns is now available here.

Zuni brought to life the SOSO brand in 2007 with NAPCAN and were instrumental in the inclusion of the campaign within the Safe & Support research stream for the YAW-CRC. 

Zuni have brought their extensive digital strategy & media experience together to develop an overarching strategy focused around using the digital channels to deliver youth-oriented marketing communications. This includes the development of a youth access framework, allowing all 72 partners to leverage the media relationships and social networks to communicate with young people.

Their extensive knowledge of the digital space, experience in how youth are interacting in those spaces and the cutting edge technologies that young people engage with every day, places Zuni in the primary position of leading messaging priorities, media positioning, creative execution and the longitudinal research which will underpin the effectiveness of the campaign activities over the next 5 years.

Zuni are extremely capable digital strategists who are competent in dealing with multiple stakeholders (including government, media publishers & CRC partners), demonstrating creative excellence and most of all, able to deliver results & outcomes that impact young people.

We’re delighted to have Zuni as one of our Supporting Partners and would highly recommend them to anyone seeking first class digital strategy.”

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