The Australian government estimates that almost half the population of 16-85 year olds will suffer a mental disorder at some stage. That’s an alarming figure, especially when mental health is still something the community is struggling to understand and deal with.
The Big Anxiety brings together artists, scientists and communities to question and re-imagine the state of mental health in the 21st century. It is an initiative of UNSW Sydney in association with the Black Dog Institute and over 25 partners in the cultural, education and health sectors. The festival is located at different hubs arounds Sydney.
It brings mental health not only into the spotlight but into the faces of Australians, with the aim to create “a radical and truly effective approach to mental health.” It’s health meets experiential marketing to combat one of the biggest societal issues in Australia.
In this session, Professor Jill Bennett, Executive and Artistic Director of The Big Anxiety, will explain how it came about, why a festival like this is important to bringing mental health physically into the spotlight, how the festival has partnered with brands to make it work and how mental health essentially needs to be marketed in order to gain the attention it needs to make Australians aware that they have to address it.