Gotcha4Life launches new emotional vocabulary for modern life via ScienceFiction and Initiative

The Gotcha4Life Foundation is expanding its Mental Fitness Gym with a new campaign, developed by ScienceFiction, that equips Australians with a vocabulary for the complex, blended emotions of modern living.

From “Brainfetti” to “Clusterwhelm”, the campaign introduces new words for modern emotional states and pairs each with specific Mental Fitness Gym tools to help people address them. Just as colours can be blended to create new shades, emotions combine in ways that deserve recognition and practical responses.

Says Gus Worland, founder and director, Gotcha4Life: “If we can’t name it, we can’t deal with it. People talk about doomscrolling or tech-anxiety, but so many modern feelings don’t yet have words. We’re giving Australians the vocabulary to identify what they’re experiencing and, most importantly,  the tools to work with those feelings.”

Says Belinda Elworthy, CEO, Gotcha4Life: “Awareness is the first step in mental fitness, and it aligns perfectly with this year’s Mental Health Month theme of taking steps toward better wellbeing. The check-in is a vital part of the Mental Fitness Gym, so we’re creating a vocabulary that helps people  take that crucial first step before giving them the tools to strengthen their mental fitness.”

Says Alex Davidson, creative partner, ScienceFiction: “Emotions today rarely arrive one at a time.  They blend, overlap and create new shades. So we created new words that capture these experiences and paired them with practical tools to help people build their mental fitness.”

Says Matt Arbon, creative partner, ScienceFiction: “Since launching the Mental Fitness Gym in Mental Health Month a few years back, we’ve seen some great milestones including the launch of the app earlier this year. We’re excited to see it help even more people build their mental fitness.”

The campaign will be supported by media across TV, radio, OOH, press, display and social throughout October and beyond.

Says Danielle Galipienzo, Head of Impact, Initiative: “Recognising and naming the need for proactive and preventative steps in yourself and others is the most crucial part of shifting towards a future with zero suicides. We’re thrilled to have the opportunity to make drive this knowledge further and make meaningful impact through our Mental Fitness Gym campaign and the support of all our media partners.”

Explore the full emotional vocabulary and tools at www.gym.gotcha4life.org or download the Gotcha4Life Mental Fitness Gym app here.

Gotcha4Life
Founder & Director: Gus Worland
CEO: Belinda Elworthy
Head of Marketing: Lia Kostopoulos
Head of Product Innovation: Jennifer Keyes

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

Initiative
Head of Initiative Impact: Danielle Galipienzo
Client Director: Finn Jelicich
Investment Manager: Sogol Sarlak
Investment Manager: Sam Tham
Senior Investment Executive: Grace Reid

UnLtd
Account Director: Kath Solly