The Queensland Government urges people to care for their mental wellbeing with GrowthOps campaign

A campaign from the Queensland Government is encouraging people to improve their mental health by taking time for themselves and undertaking daily wellbeing rituals.

The campaign, via GrowthOps, sees people narrating letters to themselves, acknowledging the need for ‘me time’ and doing things that they enjoy.

The three TVCs will be supported by a Spotify campaign, which consists of 200 uniques pieces of creative that will deliver tips for improving mental wellbeing.

The campaign will push to an online resource, designed to meet the Queensland Government’s behaviour change objectives and supply users with ideas and mental health support information.

Lindsay Thompson, GrowthOps Brisbane creative director said in a statement: “Many of us don’t consider our mental wellbeing until it’s too late. This campaign has been an eye-opening journey to research and reframe how we can all help our everyday mental wellbeing. The lovely surprise was that it’s the very simple, everyday things we all do that can be used as wellbeing exercises.”

“Ultimately this campaign is about giving yourself permission to take time out and build resilience for times of stress.

“So, we took elements of the note format – from handwriting through to the salutation – and explored how these could be used to share tips to promote mental wellbeing in a personal and emotive way.”

The campaign will push to an online resource established by the Queensland Government

Robert Hoge, head of communications, marketing and consumer insight at Queensland Health, said: “Wellbeing works. Campaigns like this are an important part of the preventive health toolkit, and we’re increasingly focussing more of our activity on well-planned, insight-driven, behaviour change.”

Jennifer Cassidy, marketing manager at Queensland Health, added: “Two thirds of Australian GPs now report that ‘psychological issues’ are the most common issue they treat. The ‘Dear Mind’ campaign fills a critical, preventative messaging gap by providing tools that every Queenslander can use to build a healthier relationship with their own mind.”


Agency – GrowthOps
Creative Director: Lindsay Thompson
Senior Copywriter: Jessamy Ross
Producer: Natalie Mitchell
Account Director: Dianne Grice
Account Manager: Dan Paull
Video Editors: Nic Fornasier & Tom Coade
Motion Graphics Animator: Benjamin Drake
Sound Designer: David Gaylard
Senior Mac Artist: Steve Wallwork

Client – Queensland Health
Director Marketing & Communications: Jennifer Cassidy
Marketing Manager: Stephanie Birch
Campaign Manager: Emillie Hicks

Production Company
Director: Grant Marshall
Producer: Bec Dakin

Post-Production: GrowthOps Brisbane


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