Medibank has launched Untangle, a platform designed to help Australians adopt mental fitness. Created with Colenso BBDO, media by Dentsu and PR & Social by Eleven, Untangle is a new national brand campaign and long-term platform that aims to make mental fitness more relatable and accessible for Australians.
The campaign builds on last year’s Family Roast initiative and forms part of Medibank’s recently announced commitment to invest $100 million in mental health initiatives over the next five years.
Medibank has launched its next evolution in addressing mental wellbeing, Untangle, a new national brand campaign and long-term platform developed with Colenso BBDO, designed to help make mental fitness more relatable and accessible for people in Australia.
Launching nationally across TV, out-of-home, social and content partnerships with news.com.au and Mamamia, Untangle is designed around a simple insight – while many people recognise the feeling of being mentally overwhelmed, they don’t always have the language to describe it or the tools to manage it.
The platform introduces “Untangle” as a relatable expression of stress and overwhelm, positioning mental fitness as simple everyday actions that help people feel more clear, capable and in control.
Medibank chief marketing officer Geoff Ikin said the challenge was finding a way to engage people in a conversation about mental fitness without making it feel clinical or intimidating.
“Feeling tangled is something most people instinctively recognise when something does not feel right, however knowing what to do next can be much harder. Our opportunity is to help make that next step clearer, simpler and more accessible for people in Australia,” Ikin said.
“Mental fitness is still an emerging concept for many, so we knew we needed a simple and human way into the conversation, A way to talk about the role of small, everyday actions can play in helping people feel more resilient and in control.
“Untangle is designed as a long-term platform that can grow alongside Medibank’s broader mental health and mental fitness ambitions.”
Colenso BBDO group strategy director James Tucker said: “Because mental health is often communicated as a binary, where you are either struggling or you are not, the challenge was making that idea of mental fitness something people would embrace and advocate for, regardless of how they might currently think about their mental health.”
Colenso BBDO chief creative officer Simon Vicars added: “This idea captures the way many of us feel but can’t always explain. The visual language of untangling through mental fitness is an empowering simplifier of a complex subject matter. We hope it helps people see the proactive steps they can take, and the support Medibank can give them.”
