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Agency: SDWM
In 2022, Maxibon released a pair of Maxibon boxers or "Maxiboxers" in an effort to fundraise for Beyond Blue.
Maxibon is all about celebrating friendship, and to be a great mate we all know you need to be supportive.
Our campaign support your boys, to support your boys is all about this. By buying Maxiboxers, you directly support Beyond Blue services and help create greater awareness and conversation around mental health.
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Engaging with our target market of males predominantly aged 16-25 years old meant balancing serious messages about mental health with a lighthearted tone. For this reason we found that meme content was the most proficient way of getting Beyond Blue's core messaging across.
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