Independent creative agency Run Aotearoa has partnered with the Whau Mental Health Research Foundation to launch a new campaign for the Foundation’s annual appeal, aiming to raise $50,000 by World Mental Health Day on 10 October 2025.
The fully integrated campaign is rolling out across social media, digital, and OOH, including billboards and street posters nationwide.
The campaign spotlights Whau as one of the few charities dedicated solely to funding mental health research.
The campaign showcases questions that can lead to potentially life-saving answers by tapping into everyday settings – a therapist’s office, a cafe, and a park bench.
“Our goal was to create something that feels both relatable and impactful. What sets Whau apart from many other mental health charities in Aotearoa is its focus on research, and with this concept, we wanted to make that visible,” Laura Cibilich, founder of Run Aotearoa said.
“Almost half of New Zealanders will experience mental illness or distress in their lifetime, and the call for impactful mental health research has never been louder. Run understood immediately what makes Whau different from other charities – our focus on research. This campaign shows that distinction clearly, and we’re thrilled to have such a strong creative partner to help us tell our story and ultimately make sure more New Zealanders get the answers and support they deserve,” Sophie Morris, head of marketing and fundraising, Whau Mental Health Research Foundation added.
Whau Foundation rebranded last year with Run’s support, after more than 50 years operating as the Oakley Mental Health Research Foundation.
Run is a Māori-owned creative agency working with organisations that share a commitment to purpose and impact. The agency’s work combines strategy, design, and storytelling to create campaigns that inspire positive change.
Established in 1967, the Whau Mental Health Research Foundation supports pioneering that improve understanding, prevention, and treatment of mental illness.
Credits:
Agency: Run Aotearoa
Client: Whau Mental Health Research Foundation
Production: Thievery
Photography: Garth Badger
Props: Henric Matthiesen
Media: Momentum Group
