Curtin University’s Mentally Healthy WA urges West Australians to ‘Act Belong Commit’ in new campaign via 303 MullenLowe, Perth
Curtin University’s’ Mentally Healthy WA has launched an exciting new evolution of their Act Belong Commit health campaign via 303 MullenLowe Perth. The campaign is intended to inspire and motivate all West Australian’s to prioritise their mental health.
Says Richard Berney, executive creative director at 303 MullenLowe: “Why is it that when you hear the term ‘PHYSICAL HEALTH’ you think of positive bodies, but the term ‘MENTAL HEALTH’ triggers negative associations? Act Belong Commit takes a preventative approach to improving all of our mental health. After all, prevention is better than cure. With this campaign we took the brief one step further – we shifted the promise from ‘prevent mental health issues’ to a more gratifying promise of ‘self-fulfilment’.”
Says Meg Clarey, campaign manager, Act Belong Commit: “The refreshed Act Belong Commit campaign work presents being mentally healthy, in an aspirational and desirable way. It heroes the message Act Belong Commit and draws attention to the simple, instruction that guides good mental health.
“303 MullenLowe helped us convey this renewed sense of positivity right through their strategic insight, creative idea and production execution. It’s been a great partnership.”
As part of the campaign development, 303 MullenLowe evolved the Act Belong Commit brand identity to support the organisation with a more contemporary positioning in the West Australian market.
The campaign will be seen across state-wide media including major metropolitan and regional televisions stations, catch up TV, radio stations, Indigenous networks, digital and social media platforms.
Client: Act Belong Commit (Curtin University – Mentally Healthy WA)
Meg Clarey – Campaign Manager
Emily Montini – Marketing Officer
Agency: 303 MullenLowe Perth
Head of Planning: John Linton
Executive Creative Director: Richard Berney
Head of Design: Alby Furfaro
Business Lead: René Migliore
Business Manager: Mike Naylor
Producer: Jonathan Julius
Production Company: Sandbox
Director: Dominic Pearce
Producer: Jasmine Leivers
Music: Ian Berney
Sound: Mike Fragomeni (Cue Sound)