NRL encourages Aussies to always be there for an offload in new mental health campaign via Galore

The NRL has launched the latest campaign for its ongoing mental health program, State of Mind, encouraging Australians to always ‘be there for an offload’ via creative agency Galore.

With mental ill health affecting almost one in two Australians, the NRL can play an important role in helping de-stigmatise mental health issues and in helping people connect with one another. Finding the language to start a conversation is a crucial step, but it’s often the thing that holds people back from discussing uncomfortable topics.

This year’s campaign aims to address that by giving people a simple piece of language to help both sufferers and their friends realise that, just like in footy, you need to have your mates in support to keep moving forward.

Says Tim Kirby, founder of Galore: “The NRL’s State of Mind program is not only an incredibly important initiative, but also a fascinating communications challenge. We wanted to find a way to normalise the idea of talking about mental health, and the ‘offload’ analogy works as an easy to understand way for people to start doing so.”

The centrepiece of the campaign is the film spot created with Eight, whose director Courtney Brookes, added: “With such a high rate of mental ill health and suicide amongst young men it was a privilege to help the NRL tell this story by showing how important it is to notice the warning signs and to be there for your friends. An offload is such an instinctual play in the game and the intention is to show how easily this translates to life. We need to normalise the sharing of struggles at any point on the complex spectrum of mental health.”

The campaign is now live across TV, social, digital, print and in-stadium executions.

NRL
General Manager, Brand, Communication & Media – Peter Jarmain
Senior Marketing Manager – Brand & Communication: Samantha Feyzeny
Senior Manager – Marketing Lead – Courtney Mace
Marketing Executive – Nicola Blatchford
Graphic Designer – Lucy Bean
Graphic Designer – Emilie Sheehan
General Manager – Community Programs – Steve Meredith
Projects Coordinator – NRL Community – Emily Latu
State of Mind – Program Coordinator – Christian Mott
Community Innovation Programs Manager – Alan Tongue

Creative Partner: Galore

Production Company: Eight
Director – Courtney Brookes
Executive Producer – Lib Kelly
DOP – Jack Saltmiras
Production Designer – Chantel Covey
Editor – Stewart Arnott
Sound Designer – Nick Keate