MENTAL HEALTH FIRST AID
Client: Mental Health First Aid
Art Direction: Tobias McCullagh
Copy: Ruth Clare, Alex Wadelton
Video & Animation: Resolution Media
Photography: Tom Franks
Voice Over: Tom Williams
Media: NewsCorp
Copy: Ruth Clare, Alex Wadelton
Video & Animation: Resolution Media
Photography: Tom Franks
Voice Over: Tom Williams
Media: NewsCorp
We have many interesting topics to discuss with Mental Health First Aid, but what matters most is producing a video that connects emotionally.
The strategy was to simplify and normalise the stigma of mental health by asking the audience if they knew what to do if a friend, workmate, or family friend confided in them 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 animated films, six testimonial videos, digital takeovers across the News Corp network, and an ongoing paid programmatic, online video, and social media program.
The strategy was to simplify and normalise the stigma of mental health by asking the audience if they knew what to do if a friend, workmate, or family friend confided in them 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 animated films, six testimonial videos, digital takeovers across the News Corp network, and an ongoing paid programmatic, online video, and social media program.
The campaign generated 5,040,920 impressions, driving 22,370 clicks to respective landing pages and resulting in form fills and high-intent leads.
12,959 completed video views and 121,218 social engagements were 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.
12,959 completed video views and 121,218 social engagements were 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.
OTHER WORK & IDEAS