AiMCO Partners With ALLKND To Support Creators' Mental Health

The Australian Influencer Marketing Council (AiMCO) today announced a landmark industry partnership with Gen Z mental health charity, ALLKND, providing critical mental health training for its growing creator community.

The strategic partnership, which is set to run throughout 2025, will see ALLKND provide its unique ‘Good Mate’ peer-to-peer mental health training sessions for AiMCO creators in Sydney and Melbourne. The digital training module will also be offered across Australia, along with post-training follow-up.

ALLKND is the brainchild of award-winning Gen Z specialist Milly Rose Bannister, who founded the charity in 2020 to provide digital mental health education to young Australians. The organisation’s mission is to teach young Aussies how to safely and effectively provide mental health support to others, via its digital training course, Good Mate Training – Australia’s first, free, digital 60-minute peer-to-peer mental health first aid course.

ALLKND’s work is particularly relevant for AiMCO’s growing creator community – almost 80% of influencers will suffer burn-out at some stage in their career* as they navigate the balance between audience and brand expectations, and the growing demand to share their personal experiences.

AiMCO Managing Director, Patrick Whitnall, said, “The mental health of our creators, talent managers and SME members has been a top priority for AiMCO in the last 12 months. We want to ensure our members have the tools to look after their own mental health and the mental health of their peers while also feeling empowered to use their platform to help combat mental health stigma and misconception in the community.

“This new partnership with ALLKND is an opportunity for our members to access critical training in mental health first aid and education, providing guidance on making content in the mental health space, and also tools to manage burnout. ALLKND is redefining mental health education in Australia – I am certain its Good Mate training courses will be invaluable for our community."

ALLKND CEO, Milly Rose Bannister, said, “This partnership is an acknowledgement of the importance of mental health care in the social media space, both for users and content creators. ALLKND’s mission has been to equip Gen Z with the skills to support each other’s mental health, particularly in an increasingly digital-first world.

“Partnering with AiMCO is recognition that our creator community also needs to have the tools to look after their mental health. Many influencers struggle to find the balance between sharing personal details of their day-to-day life and being able to switch off and recharge when necessary. Our Good Mate Training aims to give them strategies to navigate their own mental health and be able to help and support their fellow creators.”

The ALLKND partnership is the latest in a series of collaborations for AiMCO, designed to offer unique professional development and training opportunities for its members. Last year, AiMCO announced a partnership with leading Australian insurance provider Maple for a group insurance deal.