SA Health & 303Lowe ask South Australians to 'Think Positive' about mental illness

Screen shot 2012-02-21 at 10.15.57 PM.jpg303Lowe, Perth and SA Health recently launched the "Let's think positive" campaign which aims to put an end to the stigma of mental illness.

The campaign serves to improve general community perceptions of people who suffer from a mental illness, by provoking them to stop and think, and ultimately change the way they describe or treat someone with a mental illness.

Derek Wright, SA Health's Executive Director of Mental Health and Substance Abuse, said the campaign is an ideal way to engage the public and raise awareness. "We anticipate that the far-reaching scope of this campaign will spread the message of understanding and help South Australians better empathise with those around them."

The campaign runs across TV, press, outdoor and online.

Michael Sequeira - Creative
Malcolm Maclean - Writer
Lauren Mestichelli - Business Manager
Jane Orchard - Group Business Director
Chantelle Edwards - Agency Producer
Andrew Nowrojee - Director
Beatrice Masia - Producer, Open Space Productions

Amanda Stewart - Senior Communications Advisor, SA Health


Beyond terrible said:

These ads are really awful.

Such bad acting, such a terrible idea.

ship it. said:

god fucking hell jeeeeezus shitballs.

An Art Director said:

These are actually really powerful ads that do a truly terrific job of communicating a serious, and seriously difficult message.

I think all those involved should be very proud of a job well done.

Oh, and ignore the immature twats who think everything posted on this site should be a cannes-winning ad.

Made me sad said:

If the ads are designed to make people with a mental illness think that: a) people are talking behind their backs, and b) patronising them with meaningless conversation, then I'd say it's a job very well done.

The other problem is that the mentally ill person's anxiety coupled with the time given for us to read the subtitles makes them seem poorly equipped to handle everyday social situations - even though that's clearly not the intention.

I don't care about Cannes, but I think these could have been better executed because the strategy of helping people get back to work in spite of their mental illnesses is correct.

ha said:

"an art director"... more like THE Art Director.

Jeremy said:

These ads demonstrate a real lack of understanding behind mental illness.

The biggest problem that prevents people from getting help for mental illness is the fear of being stigmatised.

This ad, reinforces what these stigmas are, in a really awkward and horrible way.

Good work said:

These ads are spot on.

As someone who's had to have these conversations with colleagues and CDs, I think they nailed it. The first one was particularly good. The insight is in the tremendous relief you feel the moment someone shows you they're on your side.

There's a lot of variety in the way workplaces handle mental illness. One agency came up with a lame excuse about "cultural fit" and fired me, despite me being open and frank about my illness, and other places have understood and given me the time it takes to get back. Given most creatives are nut-jobs, and probably over-represented when it comes to BPD and depression, agencies should be leading the way.

There's work to do here, and though these ads might not be sexy, they're gonna do great.

um said:

I don't quite get it - are the subtitles meant to be what the person's actually thinking, or what the mentally ill person is paranoid that they're thinking?
I'm not quite sure what this ad is asking me to think or do.

@um said:

It's called subtext. Get around it.

Pseudonym said:

I actually kindof like these - after the bashing above I was expecting a trainwreck. Yeah, acting isn't oscar-winning, but the idea is real. And I think it's memorable.

You're kidding! said:

Probably the worst thing on telly. Shocking idea, bad casting and pathetic acting. I'm hoping the client wrote and directed these themselves, otherwise the agency should be shot.

Groucho said:

The only problem with these spots is that they seem not to work on really fucking stupid insensitive arseholes as some of the comments above indicate.
But then these people are probably not worth communicating with anyway

I like these said:

Sure, the family life execution is a bit clunky. But they make you think.
Good job.

A Copywriter said:

As a writer who has suffered metal illness in the past, i'd like to say that these spots convey a simple and powerful message, that a little bit of compassion and reassurance can make someone feel better and also provide strength to accept their situation. I can relate to the girl who feels like she's let her team down at work. I don't care whether these ads aren't going to pick up at Cannes. They do their job. Nobody chooses or contracts mental illness - it just happens. And it's common in highly stressful industries like ours. So think twice before you unleash vitriol on this blog.

damien said:

haven't seen the ads, don't watch tv. the thing is, right now sa health are in trouble with the way they have been treating the mentally ill. along with other tactics to disguise or draw attention away from that situation, this is consistent, blaming ordinary people. the biggest stigma mental illness diagnosed persons in sa face is caused by the health administration.

Berlin Chair said:

I find these ads terribly offensive. I agree with 'makes me sad' and 'Jeremy'. As someone with a mental illness this add does make me paranoid and even more upset.
I don't know what these ads are trying to achieve? Perhaps someone who understands the ad and wasn't offended could tell me?
Either way, I think they fail at sending a message and need to be taken down ASAP for the sake of those who are suffering.

Leave a comment