Invisible Silence Made Visible: CAPE 10 Launches Mental Health Campaign for Children

On the occasion of the International Children's Rights Day, CAPE 10 presents this year's Christmas campaign. The focus is on the mental health of children and adolescents. This Christmas, CAPE 10 wants to encourage people in Austria to look and listen more closely – because not every cry for help is loud. The goal of the campaign, implemented together with CREATIVES ATTRAACT, is to raise funds for urgently needed psychotherapy sessions.

Silence as a Cry for Help

The quiet time of the year is anything but quiet for many children in Austria. More and more of them are struggling with anxiety, depression, eating disorders, or even suicidal thoughts. Especially since the pandemic, the mental state of young people has dramatically worsened. Often, children express their distress very quietly, in silent messages that are easily overlooked or unheard. With this year's Christmas campaign, CAPE 10 aims to make these visible and raise funds for urgently needed therapy sessions.

"Fear, sadness, and overwhelm should not be part of our children's everyday lives. Yet in reality, more and more of them are struggling with mental burdens and waiting months for help," says Silvia Bruni, Managing Director of CAPE 10. "Our campaign raises awareness for this silent distress and collects donations for the CAPE 10 Emergency Fund – so that children can quickly receive help when families cannot afford private therapies."

Too Few Insurance-Covered Therapy Places in Austria

The campaign is intended to remind us that mental health is a fundamental children's right – as important as protection, education, and physical well-being. However, in Austria, there is a lack of insurance-covered therapy places for access to necessary therapies, and private therapies are unaffordable for socioeconomically disadvantaged families. The waiting time for an insurance-covered place is often several months to 1 year. The CAPE 10 Emergency Fund finances free psychotherapy sessions for children and adolescents who are socioeconomically disadvantaged. The goal is to help quickly, unbureaucratically, and exactly where the need is greatest – so that no child has to be alone with their worries.

The creative concept and implementation of the campaign were undertaken by Anna-Maria Bonfiglio and Adrian Ivad from CREATIVES ATTRAACT. "For many people, Christmas stands for joy, warmth, and security – but for some children, exactly that is missing," said Bonfiglio.

Reaching Children Where They Are

The campaign relies on a strong cross-media strategy, enabled by dedicated partners. In addition to attention-grabbing out-of-home spaces in Vienna, the focus is on digital ads and social media content to maximize reach and interaction. Complementary print ads in target group-relevant magazines are also used. The goal is a high contact frequency during the campaign period and emotional activation across all touchpoints.

CAPE 10 - Low-Threshold Assistance in Favoriten

CAPE 10 is a modern social, health, and innovation center in Favoriten – a district with significant social challenges. On approximately 5,000 m², CAPE 10 houses various social organizations – including a day center for homeless women – as well as low-threshold, insurance-funded health facilities. The numerous child support projects of the non-profit CAPE 10 Foundation and cultural events in the event space, as well as a socio-economic gastronomy operation with a guest garden and an integrative children's world (under construction), make CAPE 10 a place of encounter and integration for all. With low-threshold offerings for health, education, and social participation, CAPE 10 creates perspectives and gives children the chance for a healthy and self-determined future.

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This article has been automatically translated, read the original article here.