New WA campaign aims to shift perception of mental health
Curtin University and 303 MullenLowe Perth have released the latest phase of a Mentally Healthy WA campaign, designed to improve public mental health awareness.
The ‘Act Belong Commit’ crusade aims to “inspire and motivate” West Australian’s to prioritise their mental health.
The campaign will run across state-wide media including major metropolitan and regional televisions stations, catch up TV, radio stations, Indigenous networks, digital and social media platforms.
The agency’s creative director, Richard Berney, said the campaign aimed to shed negative associations surrounding the term mental health.
“Why is it that when you hear the term ‘physical health’ you think of positive bodies, but the term ‘mental health’ triggers negative associations?” he said.
“Act Belong Commit takes a preventative approach to improving all of our mental health. After all, prevention is better than cure. With this campaign we took the brief one step further – we shifted the promise from ‘prevent mental health issues’ to a more gratifying promise of ‘self-fulfilment’.”
Act Belong Commit campaign manager, Meg Clarey, added: “The refreshed Act Belong Commit campaign work presents being mentally healthy, in an aspirational and desirable way. It heroes the message Act Belong Commit and draws attention to the simple, instruction that guides good mental health.”
“303 MullenLowe helped us convey this renewed sense of positivity right through their strategic insight, creative idea and production execution. It’s been a great partnership.”
Credits
Client: Act Belong Commit (Curtin University – Mentally Healthy WA)
Meg Clarey – Campaign Manager
Emily Montini – Marketing Officer
Agency: 303 MullenLowe Perth
Head of Planning: John Linton
Executive Creative Director: Richard Berney
Head of Design: Alby Furfaro
Business Lead: René Migliore
Business Manager: Mike Naylor
Producer: Jonathan Julius
Production Company: Sandbox
Director: Dominic Pearce
Producer: Jasmine Leivers
Music: Ian Berney
Sound: Mike Fragomeni (Cue Sound)
