Cotton On has joined forces with beyondblue, Austereo and Australian pop band The Temper Trap to create a youth depression awareness campaign combining retail and augmented reality (AR).

The campaign, ‘Talk About It’, to encourage 14-24 year olds to more openly discuss depression and support their friends going through hard times.

Cotton On will stock a new range of T-shirts designed by 12 inspiring Australians, including sports players, actors, musicians and more. The range will retail at $24.95, and $10 from each purchase will be donated to beyondblue for depression research.

Each shirt includes a code that customers can use online to watch live performances by The Temper Trap in AR.

Austereo produced the AR element, which from the screenshots, looks like it will depict little Temper Trap men jamming out on a flying cartoon stage with a backdrop of the consumer’s face, watching the computer.

Austereo’s PR manager Chelsea Kelly says AR “hasn’t been conquered by any other radio network, ever”.

The campaign launches this week.