Queensland Discovers Importance Of Mental Wellbeing In New Campaign Via GrowthOps

Queensland Discovers Importance Of Mental Wellbeing In New Campaign Via GrowthOps
SHARE
THIS



Launching this week, the Queensland Government ‘Dear Mind’ campaign created by GrowthOps encourages all Queenslanders to proactively improve their own mental wellbeing by undertaking a range of daily wellbeing activities.

Lindsay Thompson, GrowthOps Brisbane Creative Director said, “Many of us don’t consider our mental wellbeing until it’s too late. This campaign has been an eye-opening journey to research and reframe how we can all help our everyday mental wellbeing. The lovely surprise was that it’s the very simple, everyday things we all do that can be used as wellbeing exercises.”

‘Dear Mind’ was inspired by the idea of writing a ‘note to self’. “Ultimately this campaign is about giving yourself permission to take time out and build resilience for times of stress,” Thompson added. “So, we took elements of the note format – from handwriting through to the salutation – and explored how these could be used to share tips to promote mental wellbeing in a personal and emotive way.”

There are proven benefits to maintaining a positive sense of mental wellbeing, including increased resilience, improved mood and a better ability to cope with stress.

Robert Hoge, Head of Communications, Marketing and Consumer Insight at Queensland Health said people would be seeing more campaigns like this from the department in the future.

“Wellbeing works,” Mr Hoge said.

“Campaigns like this are an important part of the preventive health toolkit, and we’re increasingly focussing more of our activity on well-planned, insight-driven, behaviour change.”

Jennifer Cassidy, Marketing Manager at Queensland Health said, “Two thirds of Australian GPs now report that ‘psychological issues’ are the most common issue they treat. The ‘Dear Mind’ campaign fills a critical, preventative messaging gap by providing tools that every Queenslander can use to build a healthier relationship with their own mind.”

The integrated campaign features a range of above and below the line media, including three television commercials, which direct viewers to a comprehensive online resource, at qld.gov.au/mentalwellbeing.

The TVCs follow three characters as they narrate a letter to their own mind, acknowledging stress and the importance of ‘me time’ while visually showcasing a range of simple mental wellbeing activities. The handwritten notes emphasise the key points in the journey and were brought to life by GrowthOps’ in-house animation team.

In addition to the emotive video component and information rich website, other channels include a dynamic Spotify campaign with over 200 elements designed to deliver relevant tips at the right moment to achieve Queensland Health’s behaviour change objectives.

Campaign credits

 Agency – GrowthOps

  • Creative Director: Lindsay Thompson
  • Senior Copywriter: Jessamy Ross
  • Producer: Natalie Mitchell
  • Account Director: Dianne Grice
  • Account Manager: Dan Paull
  • Video Editors: Nic Fornasier & Tom Coade
  • Motion Graphics Animator: Benjamin Drake
  • Sound Designer: David Gaylard
  • Senior Mac Artist: Steve Wallwork

Client – Queensland Health

  • Director Marketing & Communications: Jennifer Cassidy
  • Marketing Manager: Stephanie Birch
  • Campaign Manager: Emillie Hicks

Production Company 

  • Director: Grant Marshall
  • Producer: Bec Dakin

Post-Production: GrowthOps Brisbane (see above)

 

 

 

Please login with linkedin to comment

GrowthOps

Latest News

From [MediaCom] Russia With Love! Meet New Aussie CEO Yaron Farizon
  • Media

From [MediaCom] Russia With Love! Meet New Aussie CEO Yaron Farizon

MediaCom’s recent hunt for a new CEO went global, ultimately delivering the globetrotting Yaron Farizon to its North Sydney headquarters. And Farizon certainly comes with the right pedigree. Born in Kiev in the Ukraine, educated in Israel, he worked for P&G as a business director for eight years through the UK and Eastern Europe before […]

by B&T Magazine

B&T Magazine
Shopper Promotes Within Its NSW Sales Team
  • Media

Shopper Promotes Within Its NSW Sales Team

Shopper has promoted Samantha Barron to Group Sales Manager and Jessica White to Business Manager in Sydney to strengthen agency partnerships and continue providing best-in-market sales support to Shopper’s NSW agency clients.

Majella Pinnuck Returns To Anna Whitlam People As Senior Associate, Executive Search, Corporate Affairs & Communications
  • Marketing

Majella Pinnuck Returns To Anna Whitlam People As Senior Associate, Executive Search, Corporate Affairs & Communications

To mark Majella Pinnuck’s return, AWP spoke to her about why she has come back, the hybrid that skills that today’s large organisations need in their corporate affairs and communications professionals, and the challenge of finding candidates with the right skillset. Pinnuck (pictured) started at AWP after she graduated with a bachelor’s degree in Law […]

The MFA Launches A Diversity, Equity And Inclusion Advisory Council
  • Advertising
  • Media

The MFA Launches A Diversity, Equity And Inclusion Advisory Council

The Media Federation of Australia (MFA) has launched a Diversity, Equity and Inclusion Advisory Council, consisting of 13 media agency professionals from diverse backgrounds, with the aim of providing guidance to the industry across all facets of diversity and inclusion. The MFA DE&I Advisory Council will promote the MFA’s ambition to build a diverse, equitable […]

Theory Crew Snares Four New Clients
  • Marketing

Theory Crew Snares Four New Clients

One month into the new financial year, Melbourne-based agency Theory Crew has won four new clients across the beauty and FMCG divisions. New clients include the gourmet fruit spread range from France St. Dalfour; organic tea range Higher Living, new to market Australian baby skincare range from Biophysics Group Avo Baby, and soon to be […]

SCA Appoints 2020 Brian White Scholarship Winner As Part Of Regional Investments
  • Media

SCA Appoints 2020 Brian White Scholarship Winner As Part Of Regional Investments

SCA has appointed Commercial Radio Australia Brian White Scholarship winner Zac De Silva (pictured) to its Albury newsroom as it invests in new talent for regional radio newsrooms nationwide. De Silva received the prestigious Brian White Scholarship in 2020 and completed a paid internship at SCA as part of the award. He is just one […]

Spinach Appointed By Property Developer Beulah
  • Marketing
  • Media

Spinach Appointed By Property Developer Beulah

Spinach has been appointed to manage the media strategy, buying and data capabilities for Australian property developer Beulah. The Melbourne-based developer has several projects in the works including STH BNK by Beulah, one of the most ambitious developments to be undertaken in Australia. With backing from the City of Melbourne’s Future Melbourne Committee, the $2 […]

Digitas APAC Appoints Adrian Farouk To CEO
  • Media

Digitas APAC Appoints Adrian Farouk To CEO

Digitas, the Connected Marketing Agency, part of Publicis Groupe, has announced the promotion of Adrian Farouk as CEO of Digitas APAC. Farouk (pictured above) is currently CEO of Digitas & Epsilon ANZ, he will take on the new role with immediate effect whilst continuing his leadership at Epsilon, the group’s data and tech platform business […]

Magnite Confirms Australian Leadership Team
  • Media

Magnite Confirms Australian Leadership Team

Magnite (Nasdaq: MGNI), the world’s largest independent sell-side advertising platform, today announced that James Young will remain as Managing Director of Australia for Magnite following the acquisition of SpotX.