NRL encourages fans to offload in mental health initiative

The NRL has launched a campaign for its mental health program, State of Mind, via Galore.

The campaign makes an effort to destigmatise conversations mental health.

The 45-second spot sees an NRL player waiting for a friend in a car, consumed in his own thoughts. His friend arrives and offers him a chance to offload his stress, and they drive away together.

The campaign is based on the insight that starting a conversation on mental health is a difficult step and encourages NRL fans to discuss uncomfortable topics.

Tim Kirby, founder at Galore, said: “The NRL’s State of Mind program is not only an incredibly important initiative, but also a fascinating communications challenge. We wanted to find a way to normalise the idea of talking about mental health, and the ‘offload’ analogy works as an easy to understand way for people to start doing so.”

Example of the print campaign

The campaign is live across TV, social, digital, print and in-stadium executions.

Galore’s previous work for the NRL, “Defy Impossible“, launched in March.


General Manager, Brand, Communication & Media – Peter Jarmain
Senior Marketing Manager – Brand & Communication: Samantha Feyzeny
Senior Manager – Marketing Lead – Courtney Mace
Marketing Executive – Nicola Blatchford
Graphic Designer – Lucy Bean
Graphic Designer – Emilie Sheehan
General Manager – Community Programs – Steve Meredith
Projects Coordinator – NRL Community – Emily Latu
State of Mind – Program Coordinator – Christian Mott
Community Innovation Programs Manager – Alan Tongue
Creative Partner: Galore
Production Company: Eight
Director – Courtney Brookes
Executive Producer – Lib Kelly
DOP – Jack Saltmiras
Production Designer – Chantel Covey

Editor – Stewart Arnott


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