‘How good are sickies?’: Koala campaign celebrates taking a day off

Mattress company Koala has launched a campaign to destigmatise taking a sickie for your mental health.

The campaign stars comedian Greta Lee Jackson narrating the Australian tradition of taking a sickie and making reference to Bob Hawke’s famous response to the nation taking the day off after the 1983 America’s Cup win.

The video also features the ‘Centre for Sickies’, a call centre based in the Koala offices that provides excuses for sickies to its callers, for them to pass onto their bosses.

Koala referenced the Australian Bureau of Statistics in its claim that a quarter of Australians experience a mental health condition at some point in their lives, but less than half of those seek help. The brand says taking time out from the pressures of work can improve mental health, even when a person is not aware of how sick they really are.

The campaign ends with the call to action: “The sickie is a way of life, and at Koala we’re celebrating staying in… stand up for lying down”.

It is the brand’s first in-house campaign that will integrate the TVC with out of home, radio and social.

Last year, Koala and its in-house creative team took aim at Ikea and the frustration of assembling its furniture, with a ‘Nofnidea’ billboard, that was later cleared by Ad Standards. The Ikea taunt followed Koala’s March billboard which asked passers by “Want longer lasting sleep?” based on the ’90s nasal spray advertisement that promised longer lasting sex.


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