TBWA\Melbourne Helps beyondblue Champion Mentally Healthy Workplaces In New Campaign

Mental health organisation beyondblue has launched its fourth ‘Heads Up’ campaign to drive workplace mental health action.

Developed by TBWA\Melbourne, the campaign is born from the insight that, while most senior leaders understand the importance and value of a mentally healthy workplace, there is confusion around what actually constitutes one.

Acting on this, beyondblue has applied to live job advertisements with a purpose-made CV and cover letter encouraging the recipient to make a hire that will start implementing the attributes of a mentally healthy workplace.

The applications directly target Australian business professionals and business leaders and outline the nine attributes required to foster a mentally healthy workplace.

Disrupting the traditional hiring process, the ‘mock’ job applications were distributed by physical mail to companies across a range of industry segments, including media and publishing, HR and recruitment, and health and education (among others).

The integrated campaign also includes the ‘mock’ applications inserted into this month’s issue of HRM Magazine.

Facebook, Instagram and LinkedIn static link ads, video link ads and Facebook carousel ads will also target HR and line managers to subscribe to Heads Up’s email series, which steps through the process of developing a mentally healthy workplace.

TBWA sister agency Eleven will drive media relations and an influencer program on LinkedIn, with key HR opinion formers sharing the nine attributes to their professional networks.

Georgie Harman, CEO of beyondblue, said: “Heads Up takes an educational approach to workplace mental health, and this year is no different. We’re excited to see the recipients’ reactions to our mock job applications from beyondblue.”

“It’s an engaging and creative way to bring a serious and hugely important topic into conversation.”