ABC YOUR MENTAL HEALTH / INITIATIVE
A platform designed for mental health during the pandemic
2020
THE BRIEF
DURING THE CORONAVIRUS PANDEMIC, THE ABC PARTNERED WITH LIFELINE AND KIDS HELPLINE TO LAUNCH A NATION-WIDE MENTAL HEALTH INITIATIVE.
ITS AIM WAS TO RAISE AWARENESS AND SUPPORT FOR THE MENTAL HEALTH AND WELLBEING OF ALL AUSTRALIANS AND HELP THOSE STRUGGLING WITH THE ONGOING IMPACT OF THE COVID-19 PANDEMIC, BUSHFIRES AND DROUGHT.
THE YOUR MENTAL HEALTH PLATFORM AGGREGATED THE ABC’S WEALTH OF MENTAL HEALTH FOCUSED CONTENT UNDER ONE UMBRELLA TO OFFER SUPPORT TO THE COMMUNITY DURING A DIFFICULT TIME.
THIS INCLUDED TRUSTED CONTENT ACROSS ITS TELEVISION, RADIO AND DIGITAL SERVICES, SUCH AS ABC IVIEW AND LISTEN, TO SHOW ALL AUSTRALIANS THAT SMALL CHANGES CAN MAKE A BIG DIFFERENCE TO THEIR WELLBEING.
IT WAS LAUNCHED WITH A WEEK-LONG PROGRAM OF EVENTS.
“With so many people saying their mental health has worsened of late, they are looking to the ABC to help them through these unsettling times.”
ABC MANAGING DIRECTOR DAVID ANDERSON
OUR APPROACH
THE BRANDING WAS CRAFTED TO REFLECT THE ANXIETY MOST WERE EXPERIENCING DURING THIS PERIOD AND WAS CRAFTED TO BE GENDER-NEUTRAL AND FEATURE A RELAXED CONVERSATIONAL TONE. THIS INCLUDED A STRIKING PALETTE, LOGO AND IDIOSYNCRATIC VISUAL LANGUAGE THAT SPOKE TO THE TENSION BEING FELT BY THE COMMUNITY.
A NATION-WIDE OUTDOOR CAMPAIGN LAUNCHED THE INITIATIVE AND CHAMPIONED THE INSIGHT THAT A SMALL CHANGE IN YOUR DAILY ROUTINE MAKES A BIG DIFFERENCE.
THE MESSAGING EMPHASISED PRACTICAL SIMPLE ADVICE THAT WOULD IMPROVE LIFE DURING LOCKDOWN.
THIS WAS COMMUNICATED THROUGH A BOLD TYPOGRAPHIC EXECUTION AND AN ILLUSTRATED STYLE CREATED WITH ARTIST STEPH HUGHES TO EMPHASISE PRACTICAL STEPS TO WELLBEING AND MINDFULNESS.
THE CAMPAIGN WAS LAUNCHED ON-AIR AND ACROSS SOCIAL FEATURING PERSONALITIES INCLUDING BENJAMIN LAW, ANNABEL CRABB, COSTA GEORGIADIS AND KYLIE KWONG.
ACROSS ABC OWNED AND SOCIAL ASSETS, THE CAMPAIGN PROMOTED POSITIVE MENTAL HEALTH TIPS AND ADVICE.
“Being involved in Your Mental Health with the ABC will enhance awareness about these issues by providing resources to help children and young people manage the psychological effects of the pandemic and a looming recession.”
CRAIG SCARR, KIDS HELPLINE
RESULTS
THE CAMPAIGN WAS AWARDED A MERIT BY THE AGDA DESIGN AWARDS IN THE DESIGN FOR GOOD CATEGORY.
CONCEPT AND ART DIRECTION
AGENCY: ABC MADE
CREATIVE DIRECTOR: DIANA COSTANTINI
PRODUCER: STEPHANIE REINBOTH