Archibald / Williams & NRL Launch Mental Health Awareness Campaign

Archibald / Williams & NRL Launch Mental Health Awareness Campaign

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


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


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