VIC mental health service taps Icon for new campaign

November 13, 2020 2:41

Victorians are being encouraged to reach out for mental health support via a new campaign by Icon Agency.

Funded by the Australian Government, Victoria’s Primary Health Networks engaged Icon Agency to develop a creative communications plan to raise awareness of a new mental health service, called Head to Help.

Drawing on digital research insights, Icon developed a campaign strategy, encompassing content production, outdoor, radio, digital marketing and social media engagement. Core to this was the creative development of the Head to Help character, the bear.

“Mental ill health can affect anyone at any time but the impacts of COVID-19 have meant increased anxiety and uncertainty. To reach this new vulnerable audience, who are experiencing financial stress, anxiety and loneliness, we wanted to encourage them to prioritise their mental health and reach out for support sooner rather than later.” commented Ed Bechervaise, creative director at Icon Agency.

The bear has been utilised in the design of a new website, social assets and videos. Under the Head to Help campaign umbrella, the character has been created to resonate with a mass audience, encouraging anyone experiencing mental ill health to reach out for support.

Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.