‘Better mental health for all’. That’s what the Black Dog Institute is hoping to achieve this Mental Health Month in its latest campaign.
The new pro-bono work from Houston Group focuses on strengthening the movement’s position in market – allowing it to continue delivering research and ‘real-world impacts’.
Black Dog Institute’s director of marketing and communications, Nicole Scott, hopes the campaign will be “transformational” in reach, engagement and impact.
“The work is brilliant and we are already getting wonderful feedback from our stakeholders. It’s not only eye-catching, it tells a story and it’s really resonating,” Scott said.
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According to research done by the institute, its brand awareness is strong, but people struggle to understand the breadth and depth of its role in mental health prevention, treatment and advocacy.
“Within the first few days, there have already been more than 500 visits to the campaign landing page, which is an outstanding result,” Scott adds.
Houston Group has been a pro-bono partner of the institute since 2019, offering advice on a number of strategic projects and initiatives, aiming to support the brand’s evolution.
Stuart O’Brien, CEO and founder of Houston Group, said: “At Houston, we are dedicated to using our capabilities to make a positive impact on society and, together with Black Dog Institute, we look forward to driving meaningful change.”
The campaign is live across radio, OOH and social.
Credits:
Client: Black Dog Institute
Strategy, brand, creative: Houston Group
Media: Wavemaker