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The Mental Health Commission (MHC) is inviting offers from researchers to undertake qualitative research which focuses on:

• Examining current attitudes and understanding of Aboriginal people (12-25yrs) towards social and emotional wellbeing and alcohol and other drug use within our communities;
• Comparing the effectiveness of ?why? and ?how? in relation to campaign messages, and provide recommendations for how these messages should be balanced in creative executions, media type, and supporting information;
• Examining how the Aboriginal Inner Spirit Model and the Social and Emotional Wellbeing Framework interrelate and can be presented creatively in advertising material to elicit the strongest response among the target group;
• Identifying which types of creative execution are likely to be acceptable, credible, personally relevant and salient to the target group;
• Providing recommendations for campaign creatives that are most likely to be successful in prompting behavioural change; and
• Identifying common themes that are likely to be applicable to all regions and communities.

The overall aim of this qualitative research is to inform the development of Strong Spirit Strong Mind Youth Project (SSSMYP) advertising concepts to ensure the concepts are perceived as culturally secure, acceptable, credible, personally relevant and salient to the target group.

The research should also recommend a hierarchy of messages and how they should be used in combinations of different media types (e.g. TV versus secondary media), to maximise the improvement of social and emotional wellbeing and supporting behaviour change among the target group.