3. DEAR MIND - QUEENSLAND GOVERNMENT

"You're better at your best" - Voicing Qld’s first positive mental wellbeing campaign

Challenge
1 in 5 Queenslanders experience mental health challenges each year. Yet, in 2018 when we were first approached by Queensland Health, just 57% of Queenslanders took steps to manage their mental wellbeing. To overcome the stigma around mental health and get people to take action, we needed to connect with Queenslanders of all ages, ethnicities and social economic statuses in a meaningful and personally relevant way.

Solution
To help reframe the mental health conversation and spur protective behaviours that would resonate with each individual, we recruited the most trusted spokesperson in the field, the inner voice. Our Dear Mind creative platform spun engaging note‑to‑self narratives woven through with clinically backed wellness prompts and strategies.

Results
A creative platform that has run for 5 years, adapted during the Covid years and further developed in the years that followed, ‘Dear Mindʼ has successfully normalised discussions about mental health and encouraged positive behavioural changes among Queenslanders. After having seen the ad:
A 1:1 conversation with 5.4M Queenslanders
64% Increased the frequency of wellbeing activities
69% Made lifestyle changes to prioritise their mental wellbeing