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Right now, demand for mental health support has surged to record levels across the country, with the pandemic having a significant impact on all Australians.
According to the Australian Bureau of Statistics’ National Study of Mental Health and Wellbeing 2020-21, more than two in five Australians will experience a mental health issue at some point in their life.
More than one in five people also experienced a mental health disorder in the previous year, with anxiety being the most common issue.
Campaign Objectives
Drive Database Sign-Ups: 2,500+
Increase Traffic to the Landing Page
Elevate Awareness of the Campaign
Silver Lining
Australia’s theme for World Mental Health Day, 2023 is ‘Look after your mental health, Australia’.
For the month of October 2023, to coincide with World Mental Health Day on October 10, Australians were asked to sign-up to receive tips on how to practice good mental health.
The campaign aimed to promote the importance of creating awareness about looking after our mental health, belonging and connection by encouraging people to register on the website and, in return, get resources that will help them create mindful habits for mental health.
The campaign ran across across paid social media and offers participants a downloadable calendar, daily videos and tips and a special community online event for October 10th.
Results to date
Exceeded expectations significantly, achieving a 489% over the forecast generating 12,828 sign-ups.
The campaign had a unique reach of 4,884,176 individuals across Australia.
Landing Page Traffic: 28,000 unique users with 144,000 interactions.
There have been 406,841 post engagements to date.
Facebook paid social campaigns directed 83,127 clicks to the site
”The response to this year’s campaign has been exceptional, and I am humbled by the collective effort to raise awareness about mental health issues.
Our free digital Mental Health Month Calendar reached over 2 million people across the country. We were also proud to partner with Gayaa Dhuwi on a version of the Mental Health Month Calendar for First Nations peoples.
On social media we have been sharing a series of good mental health social media reels featuring Mental Health Australia staff and representatives from our member organisations such as Butterfly Foundation, Relationships Australia and more. I joined in with Mental Health Australia Chair Matt Berriman to talk about what gets me in a good head space. These short videos so far have had a combined reach of over half a million views. “
Carolyn Nikoloski
Chief Executive Officer at Mental Health Australia
Creative: Silver Lining Agency (B Corp)
Media Agency: Misfit Digital
Snr Designer: Aimee Alta
Digital Development: Jane James