Houston Group, an independent strategic brand and creative agency, has launched the ‘Better Mental Health’ brand campaign for Black Dog Institute.
Having worked as pro-bono partner of Black Dog Institute since 2019, Houston played a pivotal role in supporting the Institute’s brand evolution, advising on a number of strategic projects and initiatives.
Extensive qualitative and quantitative research revealed that while brand awareness was strong, people struggled to understand the breadth and depth of the Institute’s role in leading mental health research across prevention, treatment and advocacy.
The brand campaign is born of a simple and powerful idea, ‘Better mental health for all’. The new positioning focuses directly on supporting Black Dog Institute’s strategy to deliver research with real-world impact to help treat, manage and prevent common mental health conditions, and suicide in workplaces, schools, health settings and the wider community.
Nicole Scott, director of marketing and communications at Black Dog Institute, said this campaign will be transformational in the way the Institute will reach and engage people and the impact it will be able to have on mental health.
“The work is brilliant and we are already getting wonderful feedback from our stakeholders,” she said.
“It’s not only eye-catching, it tells a story and it’s really resonating. Within the first few days, there have already been more than 500 visits to the campaign landing page, which is an outstanding result.”
‘Better Mental Health’ launched across radio, social and out–of–home nationally in October to coincide with Mental Health Month in Australia.
Credits
Client; BDI
Strategy, Brand, Creative: Houston Group
Media: Wavemaker
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