Storytelling is at the heart of this important mental health awareness and behaviour change campaign, aimed at helping those experiencing suicidal distress.
Juntos Marketing was engaged by South West Sydney Local Health District (SWSLHD) to explore and address Safe Haven’s low attendance levels, given the known high incidence of suicidality in the South West Sydney community.
Attendance
+110%
Awareness
12%→22%
Per Visit Saving:
$410*
*Safe Haven vs ED visit
For those experiencing suicidal distress, NSW Health’s Safe Havens offer a non-clinical, peer-led and evidence-based alternative to hospital emergency departments.
Using insights gained through structured co-design, research and consultation, we planned and created a storytelling-focused campaign tailored to the local community.. Understanding the sensitive nature of this topic, we utilised a trauma-informed approach for all participant involvement.
Juntos Marketing applied high quality production values and a strong strategic approach to all aspects of creative and media execution.
Key messages were embedded in the real stories and authentic experiences of a diverse cross-section of Safe Haven guests, with a focus on addressing the barriers and communicating pathways to trialling Safe Haven.
Campaign assets include professionally crafted TVC-quality videos, outdoor advertising, digital and social media assets, flyers and brochures, posters, signage and a landing page, all shared across paid, owned and partner sites, including community hubs, schools, NSW Health and partner facilities.
The result? Strong improvements in awareness and attendance at Safe Haven Campbelltown and Liverpool, in South West Sydney. Awareness increased from 12% to 22% (pre-vs post-campaign) and attendance increased 110% year on year.
Safe Haven is now better known, better understood, and better able to support those in crisis.
This important initiative was a finalist in a number of awards including the runner-up for the Australian Marketing Institute best For-Purpose Campaign 2024, and the Suicide Australia LiFE Awards (NSW).
