Background
“If you bottle it up, you’re in trouble.”
The NSW Murrumbidgee region faces a high prevalence of depression and anxiety, with rates 10% above the state average. The Murrumbidgee Primary Health Network (MPHN) tasked us with creating a mental health campaign to address stigma and encourage help-seeking among diverse and vulnerable community groups. Built on insights from the previous “Reach Out” campaign, the “Connect, Your Way” initiative sought to refresh the message, empower individuals with personalised pathways to care, and promote local stories of resilience and recovery.
Approach
MPHN wanted to improve mental health outcomes locally with an impactful campaign addressing a tough societal issue. Through four co-design workshops and 18 in-depth interviews, we gathered perspectives from community members, people with lived mental health experiences, and sector professionals, grounding the campaign in real stories.
Filmed in the Murrumbidgee area, the campaign showcased authentic local voices, helping reduce stigma around mental health through relatable, real-life challenges. A dedicated landing page guided audiences to choose mental health resources and support that suited them, encouraging people to find their preferred path to care.
The campaign ran from May to June 2023 across television, radio, print, cinema, buses, social media, and digital platforms. We produced six 15-second videos and a 30-second hero video, which aired on local TV and in cinemas, highlighting the diversity of mental health experiences in the community.
Outcome
The Connect, Your Way campaign successfully increased mental health awareness and promoted help-seeking behaviours. Post-campaign evaluations showed a rise in awareness, with 25% of respondents aware of the main call to action (visiting mphn.org.au/connect) and a 33% increase in awareness of the Accessline support service. The dedicated landing page has received approximately 8,000 visits, demonstrating a high level of engagement. The campaign’s use of local voices helped build community trust and reduce stigma, establishing a sustainable platform for mental health advocacy in the region.
The campaign has been recognised nationally with the following awards:
- The Mental Health Service (TheMHS) Awards 2024 — Mental Health Promotion or Mental Health Prevention Award
- AMI Marketing Excellence Awards 2024 — Winner for ‘Purpose-Led Marketing’ and Finalist for ‘Not-for-Profit Marketing’
- NSW Primary Health Association of Australia 2024 — Health Communication Award
- Finalist for The Research Society’s Research Effectiveness Awards 2023 — Public Policy/Social Impact Award
