A few years ago, before COVID and the lockdowns I was fortunate enough to be involved in a ground-breaking regional health and wellbeing campaign that opened up the wonderful world of diversity, equity and inclusion.
The campaign for the Murrumbidgee Primary Health Network was undertaken with Juntos Marketing and a team of researchers, writers, videographers, animators and social media experts. We planned, created, wrote and produced a mental health and wellbeing campaign that included TV, print, radio and social media platforms. We consulted widely with the community and held in-depth stakeholder communications that included farmers, women, LGBTQIA+ people, Indigenous people, people of all abilities and people from culturally and linguistically diverse backgrounds.
It was a great experience, travelling to different regional towns and cities and learning about the issues, challenges and opportunities in different communities.
The campaign was very successful, breaking records on social media engagement across regional Australia and a 66% increase in awareness of phone and other support services across the region for people during a mental health crisis. It ran for over 13 weeks within the Murrumbidgee region of NSW, targeting the peak mental health risk periods of Christmas, New Year.
In 2018, the campaign was recognised the Australian Institute of Marketing in their 2018 AMI Awards for Marketing Excellence as the best Not-For-Profit Communications Campaign.