The role of internet technology and social branding in improving the mental health and wellbeing of young people

Aims: With large numbers of young people experiencing mental health difficulties but not seeking help, there is a need to develop not only innovative but also well-promoted strategies that are appealing to this population and reduce barriers to help seeking. Methods: Reach Out! (http://www.reachout.com.au) is presented as a case study, demonstrating an internet-based initiative that sucessfully incorporates technology and social branding to provide a service that promotes the mental health and wellbeing of young people in Australia aged 16 to 25. Results: With over seven million visits since its launch in 1998 and one in three young Australians aware of the website, Reach Out! is a trusted service that young people in Australia use when going through a tough time. Online user profiling suggests that after visiting Reach Out!, 38% of young people contact a mental health professional. The implications of these results will be discussed. Conclusions: Reach Out! can serve as a model for the social sector to utilize technology and social branding to enhance existing community-based services and promote the mental health and wellbeing of young people.