Gotcha4Life Foundation unveils Australia’s first online mental fitness gym via ScienceFiction

The Gotcha4Life Foundation has taken inspirational mental health campaigns a step further, by building a free online gym to help all Australians improve their mental fitness. The Gotcha4Life Mental Fitness Gym is a groundbreaking initiative that launches during Mental Health Month and has been promoted in a new campaign via ScienceFiction.

A recent survey conducted by Gotcha4Life through its own community highlighted some startling insights into the state of mental fitness with 1 in 5 (20%) Aussies feeling overwhelmed or struggling and 34% indicating they are merely coping when it comes to their mental wellbeing.

Says Gus Worland, founder and director, Gotcha4Life: “It’s high time we drew a line in the sand, with the number of Aussies taking their life increasing. We can no longer afford to wait until problems arise, or until someone is in distress. Prevention and education are key. We need to focus on building and strengthening our emotional muscles, the foundation of mental fitness. With dedication and practice, these muscles can be fortified, just like physical ones.”

“The Mental Fitness Gym is a game-changer. It provides everyone, regardless of age, or location with the tools they need to take charge of their mental fitness and wellbeing. Together, we are working toward a world free from suicide, where nobody faces their worries alone, where everyone feels the strength to ask for help.”

The innovative online platform is free and set to transform the way individuals’ approach and improve their mental fitness by removing traditional barriers such as cost, geography and stigma to access support. The Mental Fitness Gym will strengthen Aussies’ emotional muscles today and every day.

The new approach will dramatically expand the number of people with equity of access to tools and resources to build their mental fitness, so they are equipped to navigate and get through, the inevitable ups and downs of life.

Says Belinda Elworthy, CEO, Gotcha4Life: “The Gotcha4Life Mental Fitness Gym is a new model of self-care, providing free access to on-demand digital resources that help people proactively strengthen their mental fitness. The gym is evidence-based and has been designed with a humanistic approach, it’s welcoming and dynamic and aims to meet people where they are at, supporting them to strengthen their emotional muscles any time, any place.”

Says Matt Arbon, creative partner, ScienceFiction: “Most Australians recognise the importance of maintaining their physical fitness but understanding around the concept of emotional muscles is still very low. So it was clear that we needed to create a platform that could both educate and motivate people to begin their journey towards a more mentally fit future.”

Says Alex Davidson, creative partner, ScienceFiction: “Launching a project of this scale is no small feat, and it was only possible due to the dedication and passion of the Gotcha4Life team, as well as a diverse collective of partners, including agencies and ambassadors, who generously devoted their time to this worthy cause.”

The Gotcha4Life Mental Fitness Gym will be supported by a launch campaign now live nationally across TV, outdoor, radio and digital.

To view the Gotcha4Life Mental Fitness Gym visit: thementalfitnessgym.org

Listen to the radio spot below:

Gotcha4Life
Founder & Director: Gus Worland
CEO: Belinda Elworthy
Head of Marketing: Lia Kostopoulos
Digital Specialist: Hamish Baikie
Project Manager: Danielle Semaan

Creative Agency: ScienceFiction
Creative Partner: Matt Arbon
Creative Partner: Alex Davidson
Head of Client Services: Steffi Arbon
Editor: Matthew Flinn
Motion Designer: Matt White
Head of Design: Harry Antonakos

Media Agency: Initiative
Head of Initiative Impact: Danielle Galipienzo
Client Director: Charlotte Wills
Strategy Manager: Leah Franco
Investment Partnerships Manager: Liam Pierce
Investment Partnerships Senior Executive: Genevieve Casey

UnLtd
Account Director: Louise Pay

PR Agency: Havas Red

Launch Film & TVC

Production Company: Photoplay
Director: Dropbear
Producer: Chris Thompson

Mental Fitness Moments
Director: Steven Popovich
Digital Assistant: Alfonso Chavez-Lujan

Website
Creative Lead: ScienceFiction
Design: Victor Borg
Developer: Digital Village