NRMA and Lifeline highlight impact of natural disasters on mental health

Content warning: this story discusses mental health
For those needing support contact Lifeline on 13 11 14

IAG’s NRMA has partnered with Lifeline to support its dedicated bushfire recovery helpline, which still receives up to 400 calls a day.

To promote the service, the two organisations have partnered to release a campaign detailing the trauma victims of natural disasters experience via Thinkerbell, Vandal and Eardrum.

The campaign follows a two-million-dollar donation to Lifeline Australia from NRMA Insurance and RACV which will allow the mental health organisation continue to provide video counselling support.

The negative mental impact a natural disaster has on the brain is depicted with an MRI in the campaign. The images change as the brain responds to a poem by artist Julia Stone.

Stone, a trained mental health counsellor and volunteer crisis support worker, took on the project as it addresses a cause close to her.

“Julia’s poignant words accompanied by the visual metaphor in the video effectively draws attention to the fact that while the bushfires ended a year ago, for many, the invisible fires still burn,” Thinkerbell executive creative tinker, Paul Swann, said. “We wanted to capture the link between natural disasters and mental distress in a powerful and captivating way that would make people stop and take notice of such an important message.”

IAG director of content and customer engagement, Zara Curtis, added: “While most Australians saw the devastation of the bushfires on their screens, as an insurer we also see that the emotional toll on our customers and their communities goes beyond the physical damage to homes, businesses and wildlife. This initiative is a reminder that help is still available – no one needs to suffer in silence.”

The video will be distributed on social media channels, supported by PR and is not a pro bono campaign.


Client: IAG
Chief Marketing Officer: Brent Smart
Director of Content & Customer Engagement: Zara Curtis
Lead Content & Editorial: Rae Metlitzky
Content & Social Media Lead: Sinead Hoffman
Principal, Corporate Communications: Claire Morgan
Client Partner: Lifeline
Executive Director, Marketing and Fundraising: Lisa Cheng
National Manager Communications and Public Affairs: Ina Mullin

Creative & PR: Thinkerbell
Executive Creative Tinker: Paul Swann
Head PR Thinker: Natalie Duncan
Head Production Tinker: Grant Anderson
Lead PR Thinker: Taylor York
CEO: Margie Reid
Chief Thinker: Adam Ferrier
National Chief Creative Tinker: Jim Ingram
Lead Tinker: Chris McMullen
Head Tinker: Sesh Moodley
General Manager: Katie Dally
Thinker: Josh Green
Head Thinker: Ruth Hatch
Visuals: Vandal
Managing Director: Brenden Johnson
Creative Director: Emile Rademeyer
Lead Artist: Mick Watson
Producer: Laura Tenison
Sound Design: Nigel Crowley

Audio: Eardrum
Sound Design and Voice Direction: Ralph van Dijk
Audio Producer & Casting: Jessie Williams

Written and Performed: Julia Stone


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