Dark Cloud
1 in 5 Australians will experience a mental health problem in any given year. That means that every person is likely to know someone who is experiencing a mental health problem – this makes mental health everybody’s business and demonstrates the need for community care models that empower individuals where they live, work and play.
For more than 21 years Mental Health First Aid Australia’s evidence-based training courses have equipped people with the practical skills, knowledge, and confidence to listen, connect and offer support to someone experiencing a mental health problem.
Constellations
Silver Lining
An integrated campaign for Mental health First Aid, encouraging people to subscribe to an accredited in Mental Health First training for their school, workplace or community group.
The strategy was to simplify and normalise the stigma of mental health, by asking the audience would they know what to do of a friend, workmate of family friend confided in you about mental health issues they may be experiencing. A conversation may save a life.
The campaign runs for 6 weeks across paid digital and channels. Campaign elements included two bespoke animation films, six testimonial videos, digital takeovers across the NewsCorp network and ongoing paid programmatic, online video and social.
The campaign gained 5,040,920 impressions driving 22,370 clicks to respective landing pages to drive form-fills and high-intent leads.
12,959 completed video views and 121,218 social engagement was achieved over the 6 week campaign.
To date Mental Health First Aid have trained over 1 million Australians, with an ambition to train 1 in 10 by 2030.
Silver Lining Agency
Art Direction and copy: Tobias McCullagh
Copywriting: Ruth Clare, Alex Wadelton
Video and Animation: Resolution Media
Photography: Tom Franks
Voice Over: Tom Williams
Media: NewsCorp