Medibank helps Australians ‘Untangle’ in new mental fitness platform via Colenso BBDO

Medibank has launched its next evolution in addressing mental wellbeing, ‘Untangle’, a new national brand campaign and long-term platform developed with Colenso BBDO, designed to help make mental fitness more relatable and accessible for people in Australia.

Launching nationally across TV, out-of-home, social and content partnerships with news.com.au and Mamamia, ‘Untangle’ is designed around a simple insight – while many people recognise the feeling of being mentally overwhelmed, they don’t always have the language to describe it or the tools to manage it.

The platform introduces ‘Untangle’ as a relatable expression of stress and overwhelm, positioning mental fitness as simple everyday actions that help people feel more clear, capable and in control.

Says Geoff Ikin, Chief Marketing Officer, Medibank: “Feeling tangled is something most people instinctively recognise when something does not feel right, however knowing what to do next can be much harder. Our opportunity is to help make that next step clearer, simpler and more accessible for people in Australia.

“Mental fitness is still an emerging concept for many, so we knew we needed a simple and human way into the conversation. A way to talk about the role small, everyday actions can play in helping people feel more resilient and in control.

“‘Untangle’ is designed as a long-term platform that can grow alongside Medibank’s broader mental health and mental fitness ambitions.”

Says James Tucker, Group Strategy Director, Colenso BBDO: “Because mental health is often communicated as a binary, where you are either struggling or you are not, the challenge was making that idea of mental fitness something people would embrace and advocate for, regardless of how they might currently think about their mental health.”

Says Simon Vicars, Chief Creative Officer, Colenso BBDO: “This idea captures the way many of us feel but can’t always explain. The visual language of untangling through mental fitness is an empowering simplifier of a complex subject matter. We hope it helps people see the proactive steps they can take, and the support Medibank can give them.”

‘Untangle’ builds on ‘Family Roast’, the conversation card game and mental fitness tool Medibank launched last year, and forms part of Medibank’s recent announcement that it will increase its investment in mental health to $100 million over the next five years.

Agency: Colenso BBDO
Production Company: Good Oil
Director: Joel Kefali
VFX: Fathom
Photographer: Dean Podmore
Media Agency: Dentsu
PR Agency: Eleven

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