Launching this week, the Queensland Government ‘Dear Mind’ campaign created by GrowthOps encourages all Queenslanders to proactively improve their own mental wellbeing by undertaking a range of daily wellbeing activities.
Says Lindsay Thompson, creative director, GrowthOps Brisbane: “Many of us don’t consider our mental wellbeing until it’s too late. This campaign has been an eye-opening journey to research and reframe how we can all help our everyday mental wellbeing. The lovely surprise was that it’s the very simple, everyday things we all do that can be used as wellbeing exercises.”
‘Dear Mind’ was inspired by the idea of writing a ‘note to self’.
Adds Thompson: “Ultimately this campaign is about giving yourself permission to take time out and build resilience for times of stress. So, we took elements of the note format – from handwriting through to the salutation – and explored how these could be used to share tips to promote mental wellbeing in a personal and emotive way.”
There are proven benefits to maintaining a positive sense of mental wellbeing, including increased resilience, improved mood and a better ability to cope with stress.
Robert Hoge, head of communications, marketing and consumer insight at Queensland Health said people would be seeing more campaigns like this from the department in the future.
Says Hoge: “Wellbeing works. Campaigns like this are an important part of the preventive health toolkit, and we’re increasingly focussing more of our activity on well-planned, insight-driven, behaviour change.”
Says Jennifer Cassidy, marketing manager at Queensland Health: “Two thirds of Australian GPs now report that ‘psychological issues’ are the most common issue they treat. The ‘Dear Mind’ campaign fills a critical, preventative messaging gap by providing tools that every Queenslander can use to build a healthier relationship with their own mind.”
The integrated campaign features a range of above and below the line media, including three television commercials, which direct viewers to a comprehensive online resource, at qld.gov.au/mentalwellbeing.
The TVCs follow three characters as they narrate a letter to their own mind, acknowledging stress and the importance of ‘me time’ while visually showcasing a range of simple mental wellbeing activities. The handwritten notes emphasise the key points in the journey and were brought to life by GrowthOps’ in-house animation team.
In addition to the emotive video component and information rich website, other channels include a dynamic Spotify campaign with over 200 elements designed to deliver relevant tips at the right moment to achieve Queensland Health’s behaviour change objectives.
Creative Director: Lindsay Thompson
Senior Copywriter: Jessamy Ross
Producer: Natalie Mitchell
Account Director: Dianne Grice
Account Manager: Dan Paull
Video Editors: Nic Fornasier & Tom Coade
Motion Graphics Animator: Benjamin Drake
Sound Designer: David Gaylard
Senior Mac Artist: Steve Wallwork
Client: Queensland Health
Director Marketing & Communications: Jennifer Cassidy
Marketing Manager: Stephanie Birch
Campaign Manager: Emillie Hicks
Director: Grant Marshall
Producer: Bec Dakin
Post-Production: GrowthOps Brisbane