3 August, 2021

Gus Worland’s Gotcha4Life Launches “Mind Your Mate Pledge” Via Initiative Studio

By B&T Magazine

Australian mental fitness charity Gotcha4Life is launching its most comprehensive communications platform via a national campaign produced by Initiative Studio.

Gotcha4Life works to end suicide by delivering programs that create meaningful mateship, build emotional muscle and strengthen social connection in local communities. The charity was established as a not-for-profit foundation by media personality Gus Worland in 2017.

https://vimeo.com/582293453/872cd42796

The new communications campaign focuses on Gotcha4Life’s “Mind Your Mate Pledge”, where people can nominate a friend who can turn to them if they need support. Just over 31,000 people have already adopted a pledge to a friend.

Initiative Studio has produced a 30 and a 15-second TV commercial to support the “Mind Your Mate Pledge” which began running nationally on Channel Nine on Friday to coincide with International Friendship Day.

Supporting the TVCs is a package of digital and print communications.

Gotcha4Life founder Gus Worland said, “We are so grateful to Initiative for their support in bringing to life this milestone campaign. Their For Good organisational approach really aligns with what we are all about at Gotcha4Life – connection – working together to help make change happen.

“This is a testament to how Initiative has taken action to bring awareness to Gotcha4Life’s vision of zero suicides and our mission for everyone to have a Gotcha4Life Mate – a go-to person you can rely on to talk about anything when times are tough, so no one has to worry alone.”

Danielle Galipienzo, director of client advice and management at Initiative Sydney said, “It has been an honour to bring this campaign to the ears and eyes of consumers for Gotcha4Life and spread this incredibly important message. Our ultimate goal through our communications is to instil cultural and social change by actively encouraging Australians to look out for one another and have those difficult but crucial conversations about our mental fitness.”

Credits:

Gotcha4Life
Gus Worland – Founder / Director
Savannah Fielder – Marketing & Communications

Initiative Studio
Olivia Warren – Managing Director, Initiative Studio Australia
Shanan Goldring – Creative Director
Jacob Abi-Arrage – Creative Lead Motion and AV
Livia Canto – Senior Producer
Sam Pierson – National Client Director
Christine Lim – Account Executive

Initiative
Jason Maggs – Global Head of Good / Senior Director of Strategy
Elle Galipienzo – Director, Client Advice & Management / Wellbeing Chair

Rider On The Sun
Sean Vandenberg – Director

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Gotcha4Life Initiative Studio