Trusting local people to articulate their own pathways to help. This is the core foundation that underpins our award-winning mental health awareness and behaviour change campaign.
From co-design groups, to creative execution and to the pathways themselves, all aspects of this campaign and initiative are grounded in lived experience, community voices and empowering local people.
Accessline awareness
↑33%
25%
aware of call to action
(mphn.org.au/connect)
~8,000
visits to landing page
The incidence of depression and anxiety in the NSW Murrumbidgee region is 10% above the state average. Reducing stigma and encouraging help-seeking are evidence-based strategies aimed at improving outcomes for these insidious mental health challenges.
Having worked together on behaviour change campaigns since 2017, Murrumbidgee PHN engaged Juntos Marketing to develop the new ‘Connect, Your Way’ campaign.
We filmed locally in the Murrumbidgee region, making the campaign relatable, authentic and grounded in the community’s reality.
Elevating local voices helped build trust, encourage ongoing conversations around mental health in the region and highlight diverse mental health experiences.
By offering personalised pathways to care, local people are empowered find the mental health resources and support that suits them best.
Our work on ‘Connect your Way’ won four national awards – in mental health, marketing, communications, and research:
- The Mental Health Service (TheMHS) Awards 2024 — Mental Health Promotion or Mental
Health Prevention Award - AMI Marketing Excellence Awards 2024 — Winner: ‘Purpose-Led Marketing’; Finalist:
‘Not-for-Profit Marketing’ - NSW Primary Health Association of Australia 2024 — Health Communication Award
- The Research Society’s Research Effectiveness Awards 2023 — Finalist: Public Policy/Social
Impact Award
