The late Danny Frawley appears in mental health awareness campaign for One in Five

The late AFL legend, Danny Frawley, has appeared in a campaign from mental health charity One in Five.

Frawley was a prominent mental health advocate within the AFL and wider Melbourne community. He was known for his playing career and captaincy at the St Kilda Saints, coaching career at Richmond and St Kilda, and media work for 1116 SEN, Triple M and Fox Sports.

He passed away at the start of September.

In a statement, One in Five chair Gabrielle Sheehan said the organisation made the decision to rework the launch advertisement into a tribute for Frawley, with the support of his family.

“Danny was working with us to help increase awareness of the importance of research in improving outcomes. He was a key part in the advertising campaign and out of respect for Danny and his family, we considered whether it was appropriate for him to remain a part of this advertisement,” Sheehan said.

“Through the inspiring support of the Frawley family and Bravo Management, we have reworked our launch advertisement to include our original message, combined with a tribute to Danny’s commitment and support of creating more awareness around mental health.”

“We hope this campaign raises our collective conscience regarding the important role that science could play in turning ‘One in Five to None in Five’.”

The campaign was created by health and science agency Bastion Brands.

Bruce Williams, Bastion Brands creative director, said they considered removing Frawley from the campaign, however his family wanted his work to continue.

“Just like Danny himself, his part in the advertisement was raw and from the heart. So we wanted to create a heart-felt tribute for his great support. It has been a very emotional time for Bastion and the One in Five team.

“Initially we thought it was best to remove Danny from the campaign, but when his family wanted his work to continue, we wanted to produce a tribute in the hope his work can one day help many others.”

Simon Davies, Bastion Brands managing director, added: “Issues around mental health affect almost everyone, so it is a sensitive territory that needs addressing very carefully. We believe the message we created is not only a strong call for support of One in Five and funding important research, but also a touching tribute to Danny and his family.”

The campaign also features Tim Rogers, Steve Curry, Bernard Curry, Nick Bracks and Lucy Lawless, sharing One in Five’s mission for research to provide better outcomes for people living with serious mental illness.


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