Hobart agency The20, formerly Clems Tasmania, launches new campaign for The Hobart Clinic

Marking three months since rebranding from Clemenger Tasmania, Hobart agency The20 has launched a new campaign for The Hobart Clinic, it believes perfectly defines what The20 stands for: inciting change through beautiful, powerful, impactful work.

Launched during Mental Health Week, the campaign aims to change the way we think about the vital issue of mental health, urging people to accept that mental health is part of all our lives. We’re all mental is the powerful message at the heart of the campaign, which aims to take a word that is virtually a cultural taboo and turn it into a sentiment that can be better understood, embraced and even celebrated.

WATCH THE FILM

Creative director Marcus Murphy (pictured below left) says the aim is a simple as it is bold.

Says Murphy: “We wanted to normalise the word ‘mental’, to reclaim it, so that we can talk about it openly and in a much more inclusive way. The truth is Mental Health is something that can, has or will affect you, or someone you know. We’re all ‘mental’ in some way, because our ‘mental’ is what makes us human.”

Developed around The Hobart Clinic’s new branding and strategic direction, the campaign’s 3-minute screen piece has run in full during the high-rating 6pm Southern Cross News, and is supported by a 30-second brand and 15-second tactical commercials.

The20’s managing director Matt Fishburn (right) sees the campaign as a strong reflection of the standard of work the agency has been creating of late.

Says Fishburn: “The20 is a belief in what we do, and how we do it. After a valuable and beneficial association with the Clemenger network lasting exactly 30 years, relaunching as The20 was the culmination of being a fully independent agency.”

Other recent work for The20 includes local and national campaigns for Huon Salmon, a continuation of the very successful Distance Makes The Difference campaign for bicycle safety, 2018’s season program for the Tasmanian Symphony Orchestra and a significant project called Only In Hobart that will strategically define the state’s capital city in a powerful and incredibly inclusive way.