Beyond Blue’s latest campaign cooks up new ways to talk about mental health
Beyond Blue has partnered with digital agency ntegrity on its newest campaign, launching for Mental Health Awareness month this October: The Big Blue Table.
The announcement:
Australians are emerging from COVID-19 isolation and lockdowns, a shared experience that will impact mental health for years to come. Last year alone, Beyond Blue’s Support Service supported more than 318,000 people and demand for its mental health services remains higher than pre-pandemic.
Now more than ever, we all seek connection and wellbeing. Especially when you’re experiencing mental health issues, it can be hard to reach out for help. That’s why The Big Blue Table was created.
The campaign aims to break the stigma around mental health. There are some things that are challenging to talk about at the dinner table – mental health for example. But those conversations can be life-changing. That’s why Beyond Blue is encouraging Australians to get together for a meal, discuss their mental health and raise money for the Beyond Blue 24/7 Support Service.
Participants can host dinner at home, lunch at the office, or a picnic in the park – and invite family, friends, or coworkers to join them. Host kits provided for each event include decorations and coasters that double as conversation starters, helping everyone ease into a meaningful, pressure-free discussion about mental well being.
Nearly half of people in Australia will face a mental health condition at some point in life,” says Beyond Blue chief community officer Patrice O’Brien. “This is a chance to cook up a meaningful conversation, break the stigma that prevents us from talking about our health, and create a safe space where we all feel comfortable talking about our mental health anywhere, anytime.”
ntegrity, Australia’s leading purpose-driven digital agency, was chosen to work with Beyond Blue to develop the concept, campaign, and website for the Big Blue Table.
“Talking about mental health is challenging. For many Australians, it’s uncomfortable to ask for help. Or if you’re supporting someone, there’s a fear of saying the wrong thing. The beauty of the Big Blue Table is that it’s starting to normalise these conversations.” says Kyle Vermeulen, ntegrity’s creative director. “By assisting Australians with helpful prompts, conversations starters, and a dedicated time, we’re facilitating important conversations that might not have happened otherwise.”
In addition to opening up about mental health, participants have an opportunity to donate during the event to help those impacted by anxiety, depression and suicide. This year’s first-of-its-kind event will be joined by two of Australia’s top foodies: author and cook Julie Goodwin and popular YouTuber Nat’s What I Reckon.
From Bec, a participant that hosted their dinner earlier this week, “We had some beautifully meaningful conversations using the conversation starter cards and it was absolutely amazing! It was a wonderful success and we had the kids, parents and grandparents involved and answering vulnerably. The conversations continued after people started leaving and the group became more intimate, and I found it really interesting how differently everyone perceived mental health over their lives.”
“Beyond Blue’s Big Blue Table encourages community connection, which is something that is so important at this time after the pandemic created a period of being isolated from friends and family. Feeling connected to those around us is an important factor in maintaining our mental wellbeing. Now is the time to put mental health at the centerpiece of every table,” said O’Brien.
Source: ntegrity
