beyondblue launches national awareness campaign centred around anxiety with Aussie actor Ben Mendelsohn via Marmalade Melbourne
beyondblue has launched a landmark national awareness campaign to help Australians recognise the most common symptoms of anxiety conditions via Marmalade Melbourne.
The campaign features Australian-born Hollywood actor Ben Mendelsohn in the lead role of a film that launches the campaign. In a mesmerising performance, Mendelsohn introduces many facets of Anxiety to the audience and challenges them to take action.
Says John Akritidis, Marmalade CD: “We were incredibly pleased to be involved in this project with beyondblue. Securing Ben to headline our creative was a real bonus. His skill is quite amazing to watch on set. We are very proud of the work we have done for such an important issue.”
This $2 million campaign is the first national anxiety-awareness campaign to target people across Australia and comes as a growing body of research shows the urgent need to educate Australians about this debilitating condition.
beyondblue CEO Kate Carnell AO said the campaign, which launches today, aims to raise awareness of anxiety in the same way beyondblue had raised awareness of depression over the last 12 years.
beyondblue chairman The Hon. Jeff Kennett said despite the high prevalence rate, most Australians are unable to recognise anxiety symptoms and so do not get help for it because they do not know they are experiencing a treatable condition.
Says Kennett: “We hope by informing Australians about anxiety symptoms, they can identify it, get help and get better. You have to know anxiety to be free from it.”
The short film will be shown in cinemas, on Facebook and YouTube, with the broader Get to know anxiety campaign being promoted online and on billboards.
It is supported online by the real-life stories of five people who tell how they recognised anxiety and overcame it.
To coincide with the campaign launch, beyondblue has published several new fact sheets on anxiety conditions including generalised anxiety disorder, obsessive compulsive disorder, phobias and post-traumatic stress disorder.
To access the fact sheets, view the Ben Mendelsohn film and the personal stories or for more information about the anxiety visit beyondblue.org.au
Agency: Marmalade Melbourne
ECD: Neil Mallet
CD: John Akritidis
Creative: Frank Trobbiani
Agency Producer: Beaver
Head of Digital: Donal O’Keefe
Digital Producer: Joe Guario/Nicole Babic
Digital Design: Chris Cotton/Kim Preston
Senior Developer: Werner de Bruin
Graphic Design: Dylan Truscio
Community Manager: Kate Pattison
Head of Account Service: Lisa Gumbleton
Account Manager: Hayley Simms
Studio: Gary Sim
Production Company (Ben Mendelsohn): The Directors Group
Director: Paul Goldman
Producer: Craig Griffin
DOP: Dan Landin
UK Producer: Rupert Styles
Music: Cezary Skubiszewski
Sound design: Craig Conway (Final Sound)
Post Production: Active motion
Editor: Billy Brown
Production Company (Symptoms): Tovo
Director/DOP: Chris Tovo
Post Production Company: Pixel TV
Editor: Sonia Heideman
DOP (case studies): Greg Harrington
Photography: Chris Tovo.
Client: beyondblue
GM Marketing & Communications: Janine Scott
Marketing Strategy Adviser: Athena Connock
21 Comments
Exceptional in every way.
Is envy a form of anxiety?
Nice work team marmalade!
MAMMOTH stuff Trobby
What a coup to work with BM. Nice work.
Nice one, Frank. Dare I say Mammoth.
MAMMOTH stuff Trobby
Brilliant work, actually exceptional. Beautifully written.. Well done Neill and all the Marmalade team..
Nice one Frank. I won’t say ‘mammoth’ because it’s been taken. Nevertheless, great work for a great cause.
This work displays something that is lacking in most other efforts to tackle this area; a deft touch. The writing, direction and performance are outstanding on their own. Together they make this fucker sing. Standing O.
Love it John. Simply beautiful
This is brilliant.
A great insight, a brilliant script, effortless direction, and wonderful performance.
Well done Frank, you are a legend.
Striking ad. The editing + score combined with the bold performance neatly underline the message. Well done.
The casting, performance, music, sound etc are all top notch. As an ad guy who has experienced anxiety I really appreciated watching it. Well done all round.
Great work Frank and John.
It’s great to see a piece of work that communicates so well without pointless gags or pretences. Well written, compelling and crafted to do nothing but the job it needs to.
Very nice.
I see silverware.
Mammoth.
Buy yourself some new kicks to celebrate.
A great piece of work. Very well done.
Great stuff Neil, John, Frank, Paul, Ben and everyone else involved.
Great cause, strategy, execution, everything.
This is really is powerful. Hats off to you John and Frank, this has all the signs of showcase work.
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