Background
Safe Haven is a core element of NSW Health’s Towards Zero Suicides initiative, providing a non-clinical, culturally sensitive alternative to emergency departments for individuals in suicidal distress. Despite the critical need, Safe Haven facilities in South Western Sydney experienced lower-than-expected attendance in 2022. The South Western Sydney Local Health District (SWSLHD) mental health team enlisted Juntos Marketing to uncover the reasons behind this disconnect and to develop a campaign that would raise awareness and increase attendance at Safe Haven locations in Campbelltown and Liverpool.
Approach
Juntos Marketing conducted extensive research and community consultation, including interviews, workshops, and focus groups with community members, health professionals, and those with lived mental health experiences. Findings revealed that a lack of awareness and understanding about Safe Haven’s unique, non-clinical support was a primary barrier.
Leveraging this insight, Juntos Marketing designed a campaign centered on storytelling, using the real-life experiences of Safe Haven guests to build trust and reduce stigma. The campaign included a series of videos featuring guest testimonials, supplemented by outdoor advertising, social media, posters, and informational materials. These materials were distributed across community spaces like shopping centers and local health facilities to ensure broad accessibility, particularly among culturally and linguistically diverse (CALD) communities and those from marginalised backgrounds.
Outcome
The campaign effectively raised awareness and attendance at Safe Haven facilities. Post-campaign evaluations showed a significant increase in Safe Haven awareness from 12% to 22%, with awareness of Safe Haven Liverpool growing from 0% to 18%. Attendance more than doubled, with 1,330 people visiting Safe Haven in 2023 compared to 594 in the previous year. By providing a vital alternative to emergency departments, the campaign not only supported individuals in crisis but also reduced pressure on local emergency services. Through a culturally sensitive, story-led approach, Juntos Marketing successfully amplified Safe Haven’s impact in the South Western Sydney community.
