Solving a mental health crisis this large requires some super sharp thinking so batyr asked Guts to help them refine their strategy and messaging.

We started with market research, conducting interviews with corporate donors, Government funders, school co-ordinators and young people. We also ran strategy workshops with batyr’s team and CEO to understand the white space.

The key insight:

“A story can help change the course of a young person’s life and their mental health journey”.

We found batyr’s focus on peer-to-peer storytelling was a clear point of point of difference in a cluttered charity sector.

batyr uses storytelling to smash stigmas, giving a voice to the elephant in the room, and encouraging young people to seek help. Because the right support at the right time can prevent a crisis.

With the strategy centred around stories that inspire action, we developed target audience personas, batyr's value proposition, key messages and brand positioning.

This clear direction on brand strategy helped strengthen batyr’s brand foundation, giving them the confidence to sharpen their pitch instead of saying the same thing multiple ways, which in the past had watered down their impact.

batyr as a brand keeps going from strength to strength. They’ve recently received significant global funding from ICONIQ as part of a $200mil philanthropy fund, only one of two organisations chosen in Australia.

Their Herd app also receives over $5mil in Government investment and their programs are run in 400+ schools nationally.

They were also one of ten organisations worldwide featured in The Lancet Commission on ending stigma and discrimination in mental health and the only one in Australia.