Making a difference in the fight against mental health issues.

Mental health issues affect 1 in 5 Australians, but recognising the signs, let alone addressing them, can be incredibly challenging. 

We were asked to produce an integrated campaign to drive brand awareness and increase visitation to mindhealthconnect, an online Government Service providing a range of trusted mental health resources from Australia’s leading health organisations.

‘Spot the Difference’ is a call to action to recognise the change when a loved one isn’t themselves anymore. 

Unlike most campaigns that focus on the sufferer, the campaign targeted their friends and family. These are the types of people who are often better placed to identify a change in behaviour, but aren’t always equipped to start a conversation. The approach was to help them understand the signs of a mental health issue and feel confident in knowing how to support them.

The radio, outdoor, press, mobile and display ads all used twists on common phrases and idioms to emphasize the subtle differences in behaviour a person suffering from mental health issues will display. 

The Difference we Made

Website visitation was a key indicator of success, but it was also important to see return visitation increase as evidence that the campaign had communicated effectively to the right audience:

Results
• 92% increase in website visits (7.5% above target)
• 143% increase in monthly returning visits (67% above target)    

The unique approach proved to be highly effective, surpassing the ambitious targets and prompting many Australian’s to start finding the information they needed to help a loved one.