Archibald / Williams & NRL Launch Mental Health Awareness Campaign

Archibald / Williams & NRL Launch Mental Health Awareness Campaign
SHARE
THIS



Last night the NRL launched its mental health program with a campaign created by Archibald / Williams – ‘State of Mind’.

Mental illness is Australia’s single biggest health issue and suicide is the largest killer of individuals aged 15-44, with only 50 per cent of young people receiving professional help. The NRL’s program is designed to address the struggles involved for those going through mental health issues and the impact on the broader community.

Using the NRL’s clubs and players as well as the game’s massive reach the campaign hopes to reduce the stigma around mental illness issues and to connect those suffering with expert partners: Lifeline, Black Dog Institute, Headspace, Le Va and Kids Helpline.

Mental health organisations typically approach mental illness in the same way – by encouraging Australians to be unashamed to talk about it. Talking is a start, but A/W’s campaign urges people to listen for the signs and help change the story.

State of Mind ambassador and Queensland fullback Darius Boyd said the campaign was vital to the ongoing ability to reach communities that are at risk and in need of support.

“I’ve experienced the effects of pressure and depression and with one in two people affected by mental illness at some point in their life, we cannot sit by as a community and have people suffering and feeling like they are alone,” Boyd said.

Matt Gilmour, executive creative director of Archibald / Williams said, “To work on this project was personally important to me and important to us as an agency. We really hope the NRL’s program will prompt people to keen an eye out for their mates, or reach out for help if they’re not feeling great, without any kind of stigma.”

The campaign stretches across TV, digital, social, radio and will also air in stadium at Origin games.

Agency Team:

Bram Williams – Partner

Matt Gilmour – Executive Creative Director

Chris Yong – Managing Director

Chris Wilson – Art Director

Tom Selby – Copywriter

Jess Evans – Art Director

Lou Evans – Copywriter

Liz Nunan – Producer

Andy Reynolds – Designer

Elle Horton – Senior Account Manager
Lauren McMahon – Account Executive

World Wide Mind

Director – Josh Logue

Executive Producer – Will Alexander

DOP – Hugh Miller

Heckler

Producer – Ali Kennedy

Editor – Alex Vivian

Colourist – Greg Constantaras

Compositor – Jamie Watson

Nylon Studios

James Martell – Sound Engineer

Client Team:

Ellen Beale – General Manager, Community

Courtney Mace – Marketing Manager – Community and Participation
Sam Feyzeny – Marketing Manager – Brand and NRL Events

Rita Khouri – Marketing Executive

 

Please login with linkedin to comment

Latest News

Fairfax Appoints Philippa Walker As Head Of Travel
  • Media

Fairfax Appoints Philippa Walker As Head Of Travel

Following the recent restructure of its commercial division, Fairfax Media has appointed Philippa Walker to oversee the Travel vertical within Australian Metro Publishing (AMP) business which includes The Sydney Morning Herald, The Age, The Australian Financial Review, Brisbane Times, WAtoday and more.  In late 2017, the commercial teams were reshaped with a vertical focus under […]

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year
  • Advertising
  • Media

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year

The local out-of-home (OOH) industry increased its net media revenue by 6.03 per cent in 2017 to $837.1 million, signifying its eighth consecutive year of growth. According to figures released by the Outdoor Media Association (OMA), net revenue for the OOH industry grew 4.5 per cent in the final quarter of 2017 to $252.7 million. Digital […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine