Jane Austen Challenges Aussies To ‘Grow Your Mind’ In Audible.com.au’s New Campaign

Jane Austen Challenges Aussies To ‘Grow Your Mind’ In Audible.com.au’s New Campaign

Audiobook provider Audible.com.au has launched a multi-channel campaign featuring Jane Austen in couples’ therapy and brain growth guidance from researchers at Sydney University’s Brain and Mind Centre.

The ‘Grow Your Mind’ campaign was backed up by Audible-commissioned research which found that 62 per cent of Aussies want to grow their mind, but 35 per cent are unsure of how to do so.

The video content focuses on readers and author characterisations in therapy discussing their issues and tackling the idea that people often struggle to fit in time for reading to get through a book.

One video features a flustered Jane Austen in a bonnet with a preoccupied reader, while the other focuses on a self- help author and a busy working mum.

The integrated campaign spans above and below-the-line channels including TV, cinema, digital and outdoor, plus a strong focus on publicity and social across platforms Facebook, YouTube, Twitter and Instagram.

Audible.com.au worked with a host of agencies to bring the campaign to life. WiTH Collective led creative and production, media booking was handled by M2M, publicity was managed by Poem, and We Are Social led social and influencer work.

To help Australians kick start their journey, Audible.com.au partnered with researchers from the Brain and Mind Centre to create The 24 Best Audiobooks to Grow the Mind.

Featuring fiction and non-fiction, the literary guide was built on insights from neuroplasticity research and takes a science-based approach to smartening up.

Matthew Gain, head of Audible Australia, said: “Audible.com.au’s mission has always been to expand the horizons of our listeners and this campaign encourages all Australians to consider how audiobooks can help to grow the mind.

“The benefits of growing the mind are numerous; from bringing better banter to a dinner party, to thinking more adaptively, developing mindfulness, focusing at work or even slowing mental deterioration in later life.”

Audible Ltd. spokesperson Tracey Markham added: “We understand that finding the time to get through a book can be hard in our busy lives, so this campaign encourages people to consider how audiobooks can be a convenient yet powerful way to invest in the mind.


Client: Sara McConkey and Melissa Gompes, Audible.com.au

Creative and production agency: WiTH Collective

Media buying agency: M2M

Publicity agency: Poem

Social/influencer agency: We Are Social

Production company: Photoplay Films

Director: Gary John

Executive producer: Oliver Lawrance

Producer: Bonnie Fay

Post-production: The Editors

Sound: Rumble Studios


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