Australian Rotary Health launches new campaign for ‘Hat Day’ on Oct 11th via The Holla Agency

The Holla Agency is set to launch Australian Rotary Health’s new campaign for the charity event Hat Day: Flick the Switch on Mental Health. Hat Day raises money for mental illness research to help people affected by depression, anxiety, schizophrenia, anorexia and many more serious conditions.

Hat Day is a fundraising day on Friday October 11th 2013 where people can show their support for colleagues, friends or family members affected by mental illness by having a Hat Day at their workplace, wearing a hat and making a donation.

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Hat Day is an initiative of Australian Rotary Health, Australia’s largest non-government funding body of mental illness research. Launched in 2011, Hat Day is now in its third year and is scheduled to take place during Mental Health Week on Friday October 11th.

Says Joy Gillett, Australian Rotary Health CEO: “Every dollar that’s raised from Hat Day goes directly to Mental Health Research.”

The Holla Agency commenced strategic planning for Hat Day 2013 earlier this year; developing a new brand positioning and revitalising the brand’s visual identity. Creative for the campaign was developed from the insight that Hat Day is an easy and fun way to raise awareness and money to support people with a mental illness.  

The campaign creative uses animation to deliver the Hat Day message. Animation is a fun way to tell the Hat Day story; to communicate very simply, that it is a fun event in support of a serious cause.

Says Alex Allwood, The Holla Agency’s principal: “Mental illness is a confusing and sensitive issue that’s not often discussed, and using humour tells the Hat Day story simply to a wide audience.”

Many media and production companies have helped with the campaign execution and implementation.

Says Allwood: “With 1 in 5 people now affected by mental illness, most people will know someone who is suffering from a mental illness. I believe that’s why this campaign has had such wonderful support from the industry – people in the business want to help, they want to give back.”

Creative: The Holla Agency