The Fifth Army is an annual campaign put together by the Cotton On Foundation and headspace, aimed at raising awareness and reducing stigma around youth mental health. In 2014 the Fifth Army sought a dynamic online environment for their annual campaign – one that would resonate with their key demographic. Bliss Media was selected to help shape the campaign, then design, develop and implement it.

Our six-week campaign focused on meaningful interaction and a targeted approach, placing a premium on gaining repeat visitations and users spending longer on the site.

The campaign educated users on mental health by inspiring users into action. Users had to complete daily indiviual missions, as well as support others.

Once users joined the community they were assigned daily missions to complete which included challenges to improve mood and pop quizzes to teach users about mental health.

Users could also support others by creating and joining regiments, and giving feedback and support on profile pages.

Accessibility was key for the success of the campaign and the fluid responsive solution meant anyone that had access to a browser on any device could participate.


The campaign was a great success, with over 22,000 members joining. Targets relating to flow through traffic to the headspace site, social media interaction and time online were also surpassed.


Users joined the campaign.


Engagement grew steadily throught the six week campaign.


KPIs for flow-through traffic to the headspace site & social interaction were exceeded.