Black Dog Institute launches Mullets for Mental Health campaign via Chisel and Bounce Creative

If there ever was an excuse to cut yourself a wild haircut, the latest national campaign from Black Dog Institute via Bounce Creative and Chisel, lays out the perfect challenge to chop your locks and start fundraising for an important cause.

Supported by the hairstyles of Peking Duk’s Reuben Styles, The Inspired Unemployed posse’s Dom Littrich and the half backline of the Sydney Swans – this years’ Mullets for Mental Health campaign kicks off with a bang as it brings to life a new spin on the latest hair trend to take Australia by storm in 2021.

Amidst a global pandemic, mental health has arguably never been more important and the agency teams have been sure to highlight this in their simple approach to amplifying the campaign message: Show You’re All Ears.

Says Joel Chapman, executive creative director, Bounce Creative: “We wanted to add a creative flair to the amazing BDI mullets for mental health program and give people a strong call to action to start a conversation among their peers. When we uncovered the Show You’re All Ears messaging it was one of those ideas that instantly made us smile. We feel really privileged to be a part of this campaign and spread this important message in such a strange time for many of us.”

Running in the month of September, Black Dog Institute has already raised over $1.2 million and have over 6,000 registered participants signed up to chop their locks. The funds will continue to go towards much-needed research into early detection, prevention and treatment of common mental health disorders.

The team are using the creative platform and content to invite audiences not only to register and fundraise but also to use a loud haircut to start a conversation about subject matter which is hard to hear.

Says Phoebe Collins, mullet manager, Black Dog Institute: “Mental health has always been a big issue, but now, due to the pandemic, it seems it’s an important topic in every home across the country.”

Creative director at Chisel Zak Kaczmarek explains why the initiative from Black Dog Institute is so important: “For us at Chisel we’ve got a role to play as does every workplace, BDI is a wonderful hub of educational mental health resources and I’d encourage all employers to use them. The harsh truth is that suicide is the leading cause of death for people aged between 15 and 44 in Australia. On its own it is extremely hard to hear, but yet so important to talk about. So please go and have a look at the BDI website, educate yourself and donate to my dodgy haircut or fundraise your own.”

Show you are all ears, cut yourself a mullet and start fundraising today https://www.teamblackdog.org.au/event/mulletsformentalhealth/home.

If you or someone you know is in immediate danger, contact the following crisis services:
Emergency 000
Lifeline 13 11 14
Kids Helpline 1800 55 1800
MensLine 1300 78 99 78
Suicide Call Back Service 1300 659 467

CLIENT: Black Dog Institute
CREATIVE: Bounce Creative & Chisel
PRODUCTION COMPANY: Chisel
CREATIVE DIRECTOR: Zak Kaczmarek
CREATIVE LEAD: Joel Chapman
COPYWRITER: Jacob Lumsdaine
DIRECTOR: Joel Chapman
EXECUTIVE PRODUCERS: Pat Sidoti
SENIOR PRODUCER: Isabelle Seeto
PRODUCTION COORDINATOR: Emily Mays
DOP: Peter Danks
PHOTOGRAPHER: Reece McMillan