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Minister for Health, Mental Health and Ambulance Services and Minister for Women The Honourable Shannon Fentiman

Queensland Mental Health Week 2023 has begun, offering an important awareness event that encourages people to check in on their mental health and wellbeing.

Today is also World Mental Health Day, which provides an opportunity to raise awareness for mental health issues and celebrate the vital work of professionals and stakeholders who are caring for people.

Queenslands Health Minister, Shannon Fentiman, today acknowledged in Parliament those living with mental health conditions, mental health professionals, those whose lived experience is contributing to reform, and those living with problematic alcohol and other drug misuse.

Further support was announced for alcohol and other drug treatment services, including $47.9 million to be invested in 2023-24.

In addition to funding 41 additional frontline staff, the funding will go towards boosting non-government residential rehabilitation and withdrawal management services, to enhance delivery of safe and contemporary models of care.

Specialist alcohol and other drug responses in EDs are also being expanded, to better support people presenting to hospital with problematic alcohol or other drug issues.

The funding will also support non-government organisations to encourage people with lived and living experience of alcohol and other drug use in policy, planning, and service delivery.

The Minister also announced a further $1 million to continue the Keep an eye on your drinking social marketing campaign, which aims to raise awareness about risky alcohol consumption and drive a cultural shift towards healthier behaviours.

In 2022, 1.5 million (one in three) Queenslanders exceeded the risky drinking guideline.

Quotes attributable to Minister for Health, Mental Health and Ambulance Services Shannon Fentiman:

The Palaszczuk Government is committed to helping Queenslanders improve and maintain their mental health and wellbeing.

World Mental Health Day is an important opportunity to raise awareness of mental health and provides an opportunity for all Queenslanders to learn how to sustain their wellbeing.

This week, I am announcing a series of initiatives being rolled out across Queensland through our $1.64 billion Better Care Together plan.

We know that problematic alcohol and substance use can have a profound impact on families, workplaces, and communities.

That is why we are investing almost $48 million over the next year to further support alcohol and other drug treatment services, and to support improvements in how services are planned and delivered.

This massive investment will make a real difference in the lives of people with lived and living experience of alcohol and other drug misuse.

We know that alcohol consumption that exceeds the national guidelines poses several risks to individuals own health, that of their families, and of the broader community.

This is why we are providing $1 million to continue the Keep an eye on your drinking campaign

Our research shows that some Queenslanders are concerned about their drinking habits and want to take steps to reduce their alcohol consumption, while others are not aware their drinking may be harmful to themselves and others.

Background

For 24/7 crisis support, call Lifeline on 13 11 14, or the Suicide Call Back Service on 1300 659 467. In an emergency, call 000.

For more information about Queensland Mental Health Week, visit https://www.qldmentalhealthweek.org.au/.

For more information about Shifting minds: The Queensland Mental Health, Alcohol and Other Drugs, and Suicide Prevention Strategic Plan, visit https://www.qmhc.qld.gov.au/shifting-minds-2023-2028.

Safe media reporting

Visit the Mindframe website at https://mindframe.org.au/ for advice on how to support safe media reporting, portrayal and communication about suicide, mental ill-health, and problematic alcohol and other drug use.

ENDS

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Further support for drug and alcohol treatment unveiled on World ... - Media Statements

CMAs Ongoing MemberSIPS Programming Offers Country Music Professionals the Opportunity to Gather and Discuss Important Topics in the Music Business The Country Music Association welcomed CMA members to its Nashville HQ on Tuesday, Aug. 15 for a MemberSIPS event featuring a discussion around the ever-changing nature of social media and digital marketing in the music business, as well as humanizing the individuals behind brands and artists. Moderated by Ashley Alexander, Chief Marketing Officer at Girlilla Marketing, the event featured a panel of industry experts including Lindsey Feinstein, Account Director at Girlilla Marketing, Chad Meholic, Director of Audience Development & Growth at Red Light Management and Jess Keifer, Director of Digital Marketing at Sony Music Nashville. Together, with participation from attendees, they engaged in conversation about the opportunities, challenges and pitfalls related to social media and digital marketing.

As the premier trade association supporting individuals within the Country Music industry, CMA created MemberSIPS to cater to its members professional development needsoffering thematic presentations, discussions and gatherings, and providing members a networking opportunity with like-minded professionals while enjoying a beverage with one another.

Members can check their inboxes for more information about next months MemberSIPS event or reach out directly to the CMA Membership team at membership@cmaworld.com.

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CMA Hosts MemberSIPS Event Focused On Social Media And ... - CMA World

Gen Z has remained a highly sought-after consumer demographic among brands for the better part of a decade, driving marketers to develop campaigns and social strategies designed to resonate specifically with this age cohort. But many marketers have continued to fall short when it comes to connecting with Gen Zand its often due to the simple fact that rather than working with Gen Z to craft those campaigns and social media posts, marketers look to agencies and consultancies speaking on behalf of these younger consumers.

Thats why, earlier this month, digital marketing agency JUV Consulting set out to reorient the conversation around how brands can best appeal to Gen Z consumers by turning the stage over to the cohort those marketers are aiming to reach.At JUVs two-day, Gen-Z-oriented conference, ZCon, the speaker lineup of marketers, creators and entrepreneurs exclusively belonged to Gen Z, those born between 1997 and 2012.

Recent news: 20 brands catching Gen Zs attention

ZCons nearly three dozen speakers included creators such as Schuyler Bailar and Kahlil Greene and marketers such as Duolingos global social media manager Zaria Parvez; Jacqueline Banal, social media editor at youth media company Complex Networks; and Sol Betesh, co-founder and CEO of social content studio Fallen Media.

For JUV, launching ZCon stemmed from the teams brewing frustration with Gen Z regularly being left out of marketing and strategy discussions that directly relate to the generation, JUVs co-founder and CEO Ziad Ahmed said at the start of the conference.

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What Gen Z wants from influencer marketing and brand social media - AdAge.com

At this point, social media has become so prevalent that most, if not all, brands have a social media presence and strategy. But as the landscape becomes pay to play, making organic reach less obtainable, brands push for engagement has seemingly led to a trend in social: The Funny Brand Voice.

Meaning, as brands look to stand out by using trending phrases, so-called Gen Z speak and cultural moments, many are inadvertently sounding the same, 10 agency executives told Digiday. In a post on X (formerly Twitter), R/GA marketing agency described The Funny Brand Voice as One voice applied to the same memes, using the same vocabulary.

Ive been seeing for a while, [with] brand accounts on social, Twitter (now known as X) in particular, a convergence of certain styles, joke formats all embracing the same modes of speaking, said Chapin Clark, executive creative director at R/GA marketing agency, who authored the above X post.Meaning, brands are imitating human interactions, leveraging Gen Z and millennial language.

As far as agency execs and strategists are concerned, it seems brands are using similar online personas, namely on text-based social media platforms like X and Metas Threads. Its internet snark or a chronically online style of humor, mirroring how people talk online and centered around things like the TikTok girl dinner trend, engagement posts that pose a question or catch phrases like IYKYK (if you know, you know) or calling users besties. All said, it creates a social media landscape in which many brands sound the same, sacrificing individual brand voice to boost engagement online.

Its all a game of KPIs and metrics. Its really shifted, in my opinion, the way people are interacting online, said Alex Green, a social media manager at an LA-based ad agency. (Green asked that his agency not be listed, citing privacy reasons.)

There are a few things to blame for the shift, strategists and execs say. Firstly, the social media stratosphere has largely become pay to play, making organic traffic and engagement harder to come by. That said, brands are looking for more ways to stand out and gain that organic traffic, using human-like, millennial or Gen Z humor to appear relatable.

Second, as social becomes a staple item in most, if not all, digital marketing strategies, more stakeholders become involved, creating more red tape in the social copy approval process. Sometimes, these tweets go through so many rounds of approvals and edits that by the time the initial idea gets to the actual platform, it just looks like a mashup of every other brand, said Dante Nicholas, a freelance social media manager who has worked with major brands like Spotify and Essence Magazine. The result can sometimes be watered down, after the fact social media posts, or as Gen Z calls it, cheugy.

Third is a case of monkey see, monkey do. The trend originated when brands first flocked to what was Twitter, with brands like Steak-umm, Wendys and Moon Pie leading what would ultimately become the unhinged social media strategy. (Read the case for and against the unhinged social media manager trope here.) Seemingly, its a strategy that worked, racking up not just social media engagement, but sometimes press coverage and earned media. For example, Wendys National Roast Day tweets got picked up by Thrillist, Today.com, several YouTube creator channels and now lives as long form content on Wendys blog.

Industry wide we became victims of our own success, said Amanda Domuracki, global social lead for League of Legends at Riot Games. Meaning, the formula for viral engagement has seemingly become a staple in social strategy across the industry.

Finally, theres the rise of Threads, Metas response to Xs flailing since Elon Musks takeover and never-ending changes to the platform. Having only recently launched, the platform doesnt have a real vibe yet, leaving users and brands alike still finding their footing. Thus far, brands have either adopted a tongue-in-cheek approach or a more so-called unhinged approach to the platform.

People get so enamored by impressions and views, but I dont know the bottom line, why that matters, said Codi Johnson, a freelance social media strategist who works with public health and tech clients. It seemed like everyone on [Threads] was trying to chase some sort of virality.

As it stands, Threads has yet to launch ad units and is almost exclusively an engagement play until users dictate what Threads is whether that be a true X alternative for news, real-time conversations and cultural moments, or a platform more centered around positive engagement as opposed to politics and hard news. (The platform has said it aims to keep a light tone, but publishers say audiences are ready for news.)

Mostly, brands seem to be looking to play it safe on Threads, chasing mainstream cultural moments, trending memes and taking fewer risks than whats historically been seen from maybe Wendys on Twitter or Duolingo on TikTok to avoid public backlash. Meaning, brands arent arriving to Threads to rock the boat, according to executives at Creative Theory Agency, a marketing agency.

We are in late stage social media, where theres more reference points. People have data on what works. We can bottle that and replicate it, said Candace Carrington, director of social media at Creative Theory Agency.

Blame it on the fear of missing out. When social media first gained steam, sans ad units, brands dragged their feet in joining these platforms, missing out on opportunities to authentically connect with audiences and go viral, according to Rachael Kay Albers, creative director and brand strategist at RKA Ink. Hence, why so many were eager to join TikTok, in the hopes of creating viral moments.

These days, brands are very aware that they can have their big moments on these platforms, where they can get into the news on these platforms, she said. But, the industry may soon find itself at an inflection point that ends one of two ways, strategists and execs predict.

Either organic reach on social becomes a matter of survival of the funniest, or most unhinged, or brands comedic players taper off, giving way to social posts centered around education, information and brand purpose.

When asked the anatomy of a good text-based social posts, the 10 agency execs and strategists echoed the same sentiment: Relatability, originality and timely.

The content is less about being jokey and snarky only. Its more about, lets have discussions, said Janni Widerholm, creative director of earned media and social at TBWAChiatDay LA. Thats been something that brands are not as comfortable with, but now theyre starting to understand the value of doing that.

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Why brands are still trying to be funny and chronically online even ... - Digiday

WildBrain has also since launched TikTok accounts for other childrens series owned by the company, including Strawberry Shortcake.

Also read:20 brands catching Gen Z's attention right now

Segedin, wholeads the team creating social media content and growing online communities around these shows, sat down with Ad Age to discuss her team's strategy.

This interview has been lightly edited and condensed for clarity.

How do you and your team create social content? Is it planned out far ahead of time or typically more reactionary?

We plan both in the short- and long-term with a 12-month digital editorial calendar that covers key beats, partnerships and tentpole moments. Our activations and partnerships provide a rich source of content for social, which really allows us to be creative and tap into the Teletubbies' playful tone. Our recent appearance at Miami Swim Week with The Blonds to launch a swimsuit collaboration, for example, gave us some really strong visual content that perfectly captured the joy of the brand.

We also leave plenty of room to jump onto spontaneous trending momentsfor example, the recent Girl Dinner trend, whichfor the Teletubbies meant giving Po and Laa-Laa the spotlight to explore their love of Tubby Toast. That video has gotten over 1 million views each on TikTok and Instagram so far. And we tie our social media strategy into our ongoing strands like our Belonging campaign, which brings the Teletubbies to global Pride and DragCon events and generates some really stand-out moments for our audience.

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How Teletubbies is leveraging TikTok to bring back Gen Z audiences - AdAge.com