Curtin University’s Mentally Healthy WA has launched a new health campaign, by 303 Mullenlowe Perth, intended to inspire and motivate all West Australian’s to prioritise their mental health.
Representing an “exciting new evolution” of Curtin’s ‘Act Belong Commit’ health campaign, this new phase evolves the campaign’s brand identity to support Mentally Health WA with a more contemporary positioning in the West Australian market.
Richard Berney, 303 Mullenlowe’s executive creative director, said: “Why is it that when you hear the term ‘PHYSICAL HEALTH’ you think of positive bodies, but the term ‘MENTAL HEALTH’ triggers negative associations?
“Act Belong Commit takes a preventative approach to improving all of our mental health. After all, prevention is better than cure.
“With this campaign we took the brief one step further – we shifted the promise from ‘prevent mental health issues’ to a more gratifying promise of ‘self-fulfilment’.”
Meg Clarey, Act Belong Commit’s campaign manager, said: “The refreshed … campaign work presents being mentally healthy, in an aspirational and desirable way.
“It heroes the message Act Belong Commit and draws attention to the simple, instruction that guides good mental health.
“303 MullenLowe helped us convey this renewed sense of positivity right through their strategic insight, creative idea and production execution. It’s been a great partnership.”
Credits for the campaign are as follows:
Client: Act Belong Commit (Curtin University – Mentally Healthy WA)
Campaign manager: Meg Clarey
Marketing officer: Emily Montini
Agency: 303 MullenLowe Perth
Head of planning: John Linton
Executive creative director: Richard Berney
Head of design: Alby Furfaro
Business lead: René Migliore
Business manager: Mike Naylor
Producer: Jonathan Julius
Production company: Sandbox
Director: Dominic Pearce
Producer: Jasmine Leivers
Music: Ian Berney
Sound: Mike Fragomeni (Cue Sound)