AfMH Turns “Hold” Music Into “Help” Music In New Mental Health Campaign
Grassroots advocacy organisation Australians for Mental Health (AfMH) has launched a new campaign, “Holding out for Help”, using the universally maligned hold music to shine a light on the long wait times Australians face when waiting for mental health treatment.
In partnership with one of Australia’s top artists, Reuben Styles of electronic duo Peking Duk, AfMH has developed a first-of-its-kind library of free hold music, with tracks embedded with messages from Styles highlighting the fact that while customers wait, millions suffering from mental ill-health are waiting for help too.
The bespoke messages scattered throughout the hold music feature Styles asking Australians to turn their “hold” time into “help” time and end the wait for people suffering from mental ill-health by signing a petition for greater government funding and mental health reform.
Life, health, and wellbeing insurer AIA Australia has teamed up with AfMH to deliver the campaign hold music across their customer service phone channels.
“Australia’s mental health system is overstretched, leaving millions of Aussies with mental health issues waiting for treatment, unsure when or if, help may come,” said AfMH campaign director, Chris Raine.
“Our library of hold music is free to every Australian business and with Aussies listening to 90 million hours of hold music a year, we think it’s an incredible channel to reach the nation, at the exact moment it will really hit home.
“We’re proud to launch the campaign with AIA Australia and share our message with their 3.8 million customers. We hope other Aussie businesses follow suit in turning their hold music into help music.”
The library of music is free for all Australian businesses, of every size and sector, to access and download. However, a once-off licensing fee may apply to broadcast or play the tracks for businesses without a OneMusic license.
“Holding out for Help” will run across TV, OOH, print, social and hold lines.
You can also sign a petition to help millions of Aussies end mental health wait times here.
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