Mental Health Commission and Curtin University launch new campaign via The Brand Agency to support the mental health of West Australians

On average, each day around one person loses their life to suicide in Western Australia. That is more than the annual road toll. Men aged between 25 to 54-years are among those most at risk, as three out of four deaths by suicide in Western Australia are male.

For this reason the Mental Health Commission and Curtin University have partnered with The Brand Agency to develop a new Think Mental Health public education campaign, targeting men living in Western Australia and family and friends of these men.
The campaign aims to de-stigmatise mental health, build resilience and encourage people to open up and talk about mental health issues by raising awareness of the fact that mental health issues can affect anyone and by encouraging men, family and friends to check-in on a mate or someone close to them if they are not going so well.

A broad range of strategies have been developed to deliver the campaign's key messages including a new Think Mental Health website, a digital and social media strategy along with paid search, radio advertising, a general practitioner strategy, production of posters and infographics, and resources and grants to assist in the delivery of campaign messages at a community level. 
The Think Mental Health website provides information on the signs and symptoms of mental health issues, how to support mental health and wellbeing, how to help someone who is experiencing mental health issues, and how to access help that is available.
"We worked collaboratively with the client, including substantial user testing on designs, brand, content and language. There's also a large focus on SEO, aimed at the two target audiences, men aged between 25-54 who are experiencing mental health issues and people close to them whether it's their partner, family member, friend or even a workmate," said The Brand Agency's Digital Project Manager, Pete Boston.
"The propositions for the two groups are that firstly, talking and listening is powerful, by taking the first step of talking to someone you trust, the risk of mental health issues or suicide may be reduced.  Secondly, if you notice a friend or someone close to you isn't going so well, check in on them.  By offering to help people early who are struggling with their mental health, you can make a difference."
The site also has a mental health check-up tool and a mental health self-assessment checklist that helps users assess how they or someone else is feeling, and helps them to connect with the best information, support and services for their particular situation. 

Client: Eleanor Costello, Chris Kirby, Laura Moniodis, Anna Lawrence
User Experience: Jacqueline Taylor
Designer: Luke Lucas
Developers: Nico Le Roux, Karen Tucker, Chris Leathley
Digital Project Manager: Pete Boston
Account Management: Emily Nelson