The NRL has launched the latest campaign for its ongoing mental health program, State of Mind, encouraging Australians to always ‘be there for an offload’.
With mental ill health affecting almost one in two Australians, the NRL can play an important role in helping de-stigmatise mental health issues and in helping people connect with one another. Finding the language to start a conversation is a crucial step, but it’s often the thing that holds people back from discussing uncomfortable topics.
This year’s campaign aims to address that by giving people a simple piece of language to help both sufferers and their friends realise that, just like in footy, you need to have your mates in support to keep moving forward.
Tim Kirby, founder at Galore, the NRL’s creative partner on the project, commented: “The NRL’s State of Mind program is not only an incredibly important initiative, but also a fascinating communications challenge. We wanted to find a way to normalise the idea of talking about mental health, and the ‘offload’ analogy works as an easy to understand way for people to start doing so.”
The campaign is now live across TV, social, digital, print and in-stadium executions.
Credits:
NRL
General Manager, Brand, Communication & Media – Peter Jarmain
Senior Marketing Manager – Brand & Communication: Samantha Feyzeny
Senior Manager – Marketing Lead – Courtney Mace
Marketing Executive – Nicola Blatchford
Graphic Designer – Lucy Bean
Graphic Designer – Emilie Sheehan
General Manager – Community Programs – Steve Meredith
Projects Coordinator – NRL Community – Emily Latu
State of Mind – Program Coordinator – Christian Mott
Community Innovation Programs Manager – Alan Tongue
Creative Partner: Galore
Production Company: Eight
Director – Courtney Brookes
Executive Producer – Lib Kelly
DOP – Jack Saltmiras
Production Designer – Chantel Covey
