In a significant step toward supporting mental well-being within the influencer marketing industry, the Australian Influencer Marketing Council (AiMCO) hosted its first-ever Good Mate mental health training session last week in partnership with mental health charity ALLKND.
The event was held at the WPP Offices in Barangaroo, Sydney, and welcomed AiMCO members for a 90-minute, peer-to-peer mental health training workshop. This initiative forms part of a broader, year-long collaboration between AiMCO and ALLKND aimed at providing essential mental health tools and resources to content creators, marketers, and digital professionals across the country.
Building a Culture of Compassion and Resilience
Designed specifically for AiMCO’s creator and marketing community, the session introduced participants to the MATE Action Plan—a structured support framework to help individuals recognize and respond to peers experiencing mental health difficulties. The framework covered critical skills such as:
- Identifying early warning signs of distress
- Intervening in mental health crises including panic attacks, self-harm, and suicidal ideation
- Offering first-response mental health support
Knowing when and how to refer peers to professional services
Led by Milly Rose Bannister, founder of ALLKND, the training also emphasized the importance of cultural sensitivity and setting healthy boundaries when offering support to others. A key component of the session involved discussions on self-care, reminding participants that effective peer support begins with individual mental wellness.
A Long-Term Commitment to Mental Health
This first event marks the beginning of AiMCO and ALLKND’s mission to get at least one young person in every Australian workplace, sports team, household, and group chat certified as a “Good Mate.” The initiative is a timely response to growing mental health concerns within digital and creative industries, especially among Gen Z and millennial communities who dominate the influencer and content creation space.
Leadership Commentary
“Last week’s event kicked us off to support ALLKND’s mission to get at least one young person in every Australian workplace, sports team, household and group chat certified as a ‘Good Mate’,” said Patrick Whitnall, Managing Director of AiMCO.
“It was fantastic to see our members come together to learn more about how we foster compassion and resilience within the rapidly growing and evolving Australian influencer marketing community.”
About ALLKND
Founded by mental health advocate Milly Rose Bannister, ALLKND is an Australian charity dedicated to delivering free, peer-to-peer mental health education for young people. The organisation is known for its engaging, relatable approach to mental health literacy and aims to build emotional intelligence, awareness, and actionable skills for young Australians across all spheres of life.
About AiMCO
The Australian Influencer Marketing Council (AiMCO) is the nation’s leading industry body for influencer marketing. Representing a wide network of creators, agencies, brands, and platforms, AiMCO works to establish best practices, ethical standards, and now—with initiatives like the Good Mate program—a strong focus on community care and mental wellness.
