In August 2018, batyr launched I AM, our first-ever digital storytelling campaign. Designed to spark conversation and challenge stigma, I AM placed real young people and their lived experiences with mental ill-health front and centre - showing that no one is alone and that support is possible.

At its heart, I AM was about visibility. By sharing authentic stories from young people within our network of storytellers, the campaign aimed to normalise conversations about mental health and encourage others to open up, seek support and feel seen.

We travelled across New South Wales to the hometowns of five inspiring young people from our storytelling network. Each participant welcomed us into their world, bravely sharing their story in their own words.

The campaign featured:

• 6 long-form videos (1+ minute)
• 6 short-form videos (15–30 seconds)
• A hero launch video introducing the campaign

Each film followed a simple but powerful structure - I AM [storyteller’s name] - reinforcing identity, strength and hope, while reminding viewers that mental health struggles do not define a person.

Over a six-week period, I AM achieved strong national reach and engagement, reinforcing batyr’s position as a trusted and relatable voice in youth mental health. At a glance:

• Reached over 1.6 million Australians across digital platforms
• Achieved a 70% video view-through rate - almost double the YouTube benchmark at the time of publishing
• Strongest engagement from 18–24 year olds, batyr’s core audience

The campaign performed particularly well on YouTube and social media, where video content proved highly effective at driving awareness and starting conversations around mental health. I AM successfully:

• Gave a face and voice to mental ill-health through lived experience storytelling
• Highlighted diversity across backgrounds, locations and experiences
• Increased awareness of batyr and lived-experience storytelling
• Drove significant traffic to batyr’s website during the campaign period

Most importantly, the campaign helped normalise conversations about mental health - showing young people that speaking openly is not only okay, but powerful.

The I AM campaign was proudly funded by Newcastle Permanent, whose support made this storytelling project possible. Additional media value was secured through strategic partnerships, allowing the campaign to extend its reach and impact.

While I AM was designed as an awareness-first campaign, its success demonstrated the power of authentic storytelling in:

• Strengthening batyr’s brand presence nationally
• Engaging young audiences where they already are - online
• Laying the groundwork for deeper engagement with batyr’s programs

By leading with real voices and real stories, I AM helped move the conversation forward - reminding young people across Australia that help is available, stigma can be challenged, and they are never alone.

I AM remains a proud milestone in batyr’s journey - a campaign that showed the impact of listening to young people and amplifying their voices to create change.