MOOD tea brand launches to fight youth suicide

The new social purpose brand is aimed at raising funds to help reduce the shocking problem of youth suicide

New purpose-driven brand, MOOD tea, has launched in a bid to help fight youth suicide.

The tea brand has been created by the Australian media, marketing and creative industry and is the first social enterprise product to raise funds for youth mental health programs. Profits from MOOD tea will go towards funding mental health programs run by charity partners of UnLtd, the company behind the tea brand. Partners include batyr, BackTrack and Gotcha4Life.

Youth suicide is the biggest killer of young Australians. The brand’s mission is to ensure every young Australian gets the best opportunity in life and help reverse the alarming statistics. MOOD tea wants to harness the collective power of the industry and make a monumental social change.

“With the help of our partners we have created a beautiful product that tastes good, looks good and does good. Now we need to tell everybody about it and that is what we as an industry are so amazing at doing,” said UnLtd CEO, Chris Freel. "Imagine if we can look back in a year from now and say that our industry helped keep thousands more young people alive. The more people and organisations that get involved, the more lives that we can help to save."

The product has been created pro-bono by several companies across the industry, including brand and design by Maud and The Monkeys, media by OMD and Mindbox, PR by One Green Bean, social by We Are Social, UX by FJORD, Web development by Elephants Can Dance, ad serving by Amazon Advertising and media support by Facebook, Nine, Pedestrian TV, Seven West Media, 10ViacomCBS, News Corp, The Guardian and Verizon Media. Other corporate partners include Google, Venture Consulting, Allen & Overy and Storage King.

The tea range includes four blends using premium ingredients, all designed to have a positive impact on the drinker’s mood while giving a young person the opportunity to receive the help and care they need for their mental health.

“Youth suicide is one of the monumental issues of our time. It takes more young lives each year than cancer or car accidents. We couldn’t accept that. So together with our amazing industry partners, we created MOOD to literally lift the mood of a generation,"  MOOD GM, Jenni Hayward, said.

“We want to make it easy for people to save young lives while taking an important moment for themselves each day. By choosing MOOD, consumers can sip selflessly knowing that all profits fund youth mental health programs.”

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