Ups and Downs

Agency: Silver Lining

We have so many interesting things to talk about with Mental Health First Aid,
but what is most important is that we land a video that connects emotionally.

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.