The Australian Influencer Marketing Council (AiMCO) has announced a groundbreaking partnership with Gen Z mental health charity ALLKND to offer vital mental health training to its growing creator community. The collaboration, which will run through 2025, aims to equip influencers and content creators with essential tools to manage their mental health and provide peer-to-peer support.
Under the partnership, ALLKND will deliver its “Good Mate” mental health training sessions to AiMCO creators in Sydney and Melbourne, with the digital module made available across Australia. The initiative includes follow-up support to ensure long-term impact. The “Good Mate” course is Australia’s first free, digital, 60-minute peer-to-peer mental health first aid training, designed to help young Australians offer mental health support to one another.
ALLKND was founded in 2020 by Milly Rose Bannister, an award-winning Gen Z expert, to address the growing mental health needs of young Australians. The charity’s mission is to teach young people how to safely and effectively support their peers, particularly in a digital-first world.
The partnership comes at a time when mental health challenges are increasingly prevalent within AiMCO’s creator community. Studies show that nearly 80% of influencers experience burnout at some point in their careers, as they struggle to balance audience expectations, brand demands, and the pressure to share personal aspects of their lives.
AiMCO Managing Director Patrick Whitnall emphasized the importance of mental health support for creators, talent managers, and SME members. “Ensuring our members have the tools to manage their own mental health and support their peers is a top priority,” Whitnall said. “This partnership with ALLKND will provide critical mental health first aid training and guidance on how to create content in the mental health space while managing burnout.”
Milly Rose Bannister, CEO of ALLKND, highlighted the significance of the partnership in addressing the mental health needs of social media creators. “Influencers face unique challenges in balancing personal disclosure with the need for self-care,” she said. “Our Good Mate Training offers strategies to help them manage their own mental health and support others in the creator community.”
The collaboration with ALLKND is the latest in a series of initiatives by AiMCO to provide professional development and mental health support to its members. Last year, AiMCO partnered with leading Australian insurer Maple to offer group insurance deals for influencers.
This new partnership marks a major step forward in recognizing and addressing the mental health needs of influencers, ensuring they have the necessary support to thrive in an increasingly demanding digital environment.
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