Love Better Campaign in New Zealand, To Help Young People Heal From Break

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Alicia Harmony
Alicia Harmony
Alicia Harmony is a technology writer who has been covering the latest trends in the industry for over 5 years. He has a degree in computer science from Stanford University and is passionate about exploring the ways technology is changing the world. In his spare time, David enjoys tinkering with gadgets and playing video games.

A breakup is an intense and excruciating experience that can leave people feeling sadness, low self-esteem, and loneliness. These feelings can also trigger various mental health issues and impact a person’s ability to function.

There are several ways to heal from breakups. A person can try to deal with the negative emotions by themselves or seek help from a professional. It is important to remember that although breakups are complex, they are a normal part of life and can provide an excellent opportunity to learn and grow.

Depending on how long you have been separated from your partner, you may feel various emotions. These include feelings of sadness, anger, or depression, and taking time to process what you have gone through is essential. It can also be helpful to talk to others about your feelings.

You can also examine your relationship history to determine what factors contributed to the breakup. These insights help you understand why the breakup happened and how you might have handled it differently.

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The government has launched a unique campaign to help young people navigate breakups with the long-term aim of preventing family violence. The Love Better campaign, which will offer text, phone, or email advice through Youthline, is believed to be the first of its kind in the world and follows 2022 research from Kantar that found six in ten young people have experienced a breakup. Over half saw a breakup as an opportunity to learn and grow, but most reported harmful impacts or perpetrated harm during their breakups.

In addition to highlighting several ways that breakups can affect mental health, the campaign will encourage people to “own their feels” and block their exes on social media. It will also feature in podcasts and on platforms like Instagram and include tips to guide young people through the process.

Aside from offering advice and support, the Love Better campaign is designed to disrupt harmful relationship behaviors through social marketing and youth development. The Ministry of Social Development, responsible for providing social services and policy to the government, commissioned agencies Clemenger BBDO and OMD to create a campaign. In addition, they proposed Vice, part of the wholly Australian-owned Nine group, as the lead publishing partner on the campaign.

This is the first project the Ministry has commissioned that was backed by funding. MSD commissioned the agencies to develop a plan that followed best practices in social marketing and youth development approaches.

They also asked for a comprehensive literature review and formative audience research. The results of that work informed their primary creative concept and proposed execution. They also commissioned Vice Australia to advertise for its first NZ-based roles since the publisher shut its office in 2019. Its Australian operations were sold to Pedestrian, wholly owned by Nine. They are planning to use the new team to lead the campaign.


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