The mental health awareness campaign initially ran over 13 weeks within the Murrumbidgee area, targeting the peak mental health risk periods of Christmas, New Year and return to school and study. Significant improvements were seen in the overall awareness of the targeted after hours mental health support services in the Murrumbidgee region, , as well as increases in calls to the Murrumbidgee Accessline and the Head-to-Health website, corresponding to specific campaign activations.
A post-evaluation survey showed a 66% increase in awareness of phone support services, 59% increase in awareness of other relevant support services and a 241% increase of awareness of the MPHN’s dedicated Murrumbidgee Accessline. The social media components of the communications campaign achieved over 1.1m impressions, among the total Murrumbidgee region population of 242,840, with the most popular post reaching nearly 40% of the region’s population. The TVC was viewed in full on social media more than 12,900 times.
The success of the mental health campaign was recognised at the 2018 AMI Awards for Marketing Excellence, where Juntos Marketing together with Murrumbidgee PHN won the national award for the best Not for Profit Marketing campaign. The initiative has since run again in the Murrumbidgee area with a focus on drought response, as well as being adapted and run across television, radio and social media in the neighbouring region, South Eastern NSW PHN.