Spot the Difference / MindHealthConnect
The Challenge:
Mental health issues affect 1 in 5 Australians, but it can be challenging to recognise the signs, let alone address them. Mindhealthconnect, an online government service providing trusted mental health resources, asked us to help produce a campaign that would build awareness of the signs and help reduce the sigma around mental health issues.
The Insight:
Many campaigns target the sufferer, but our research found that their friends and family are often better placed to identify a change in behaviour resulting from a mental health issue. However they weren't always equipped to start a conversation about it.
The Idea:
Spot the Difference is a call to action to recognise the change when a loved one isn't themselves anymore. Our approach was to help them understand the signs of a mental health issue and feel confident in knowing how to support them.
The campaign, running across radio, outdoor, press, mobile and display, twisted common phrases to emphasise the subtle differences a person suffering from mental health issues will display.
The Impact:
The unique approach of targeting friends and family proved highly effective, surpassing ambitious targets and prompting many Australians to start finding the information they needed to help a loved one.
- 92% increase in website visits
- 143% increase in returning visits
The radio spot was recognised as the Sirens 2015 Round 2 winner and awarded the overall 2015 Sirens Client Award.