Creative Execution

Through outdoor, ambient, press, digital and content executions we launched with provocative statements such as ‘ignoring xxxx costs Australian businesses $10.9 billion per year’. We then literally unmasked mental health, leaving a tape residue that served to remind people that until now, mental health has been covered up and ignored. Our Business Content Centre created ‘real-time’ content to feed conversations and enquiries from employees and media alike. LinkedIn InMails were sent to business leaders, inviting them to join in the discussion and view the resources available. We promoted posts to ignite conversation and get mental health on the business agenda.

Created equity in Heads Up brand and brought workplace mental health into the mainstream. Business leaders joined in a social conversation online and in person. On social media, we generated more conversations than the category did in the 12 months prior (3,356 v 1,042)(1). We turned this conversation into action, with 11% of employees driven to take action to make their workplace more mentally healthy(2). In 6 weeks, our website received 104,666 visitors, who watched a total of 396,555 minutes of video content. (1) BrandWatch Social Listening July 2014 (2) TNSSocialResearch, ‘Project and Program Evaluation’, Wave 6, 3 July 2014.

How to get workplace mental health on the agenda of business leaders and provide reasons why mental health programmes should be developed in their workplaces? We needed to gain the attention of a hard-to-reach target market, typically indifferent to advertising, and then secure their commitment and action for change in their company. Insight: Business leaders are emotionally connected in the promotion of their leadership abilities, whilst rationally they are driven by a desire to boost business and team productivity, laddering to: ‘Business leaders are seeking ways to make a positive difference - to their careers, their people and their workplaces’. Idea: Our idea was ‘Heads Up’. A rallying cry to sit up and take notice of this epidemic. To take action and to join the movement and LinkedIn group to contribute to discussions. The resonance lies in its simplicity, how it demands attention and invites dialogue with an Australian vernacular.