A Stalwart Collaboration
Houston Group, renowned as one of Australia’s premier independent strategic brand and creative agencies, has taken a momentous step forward in its longstanding partnership with Black Dog Institute. The duo is thrilled to unveil their groundbreaking brand campaign titled, ‘Better Mental Health’, spotlighting Black Dog Institute’s unmatched prowess in the realm of global mental health research.
Bridging the Awareness Gap
Ever since 2019, Houston Group has collaborated with Black Dog Institute on a pro-bono basis, contributing significantly to the Institute’s brand metamorphosis. Their joint efforts have birthed various strategic projects and initiatives. Recent comprehensive research highlighted a peculiar paradox: despite the high brand recognition of the Black Dog Institute, many remained uninformed about the Institute’s expansive and intricate role in spearheading mental health research. This encompassed realms such as prevention, treatment, and advocacy.
A Refreshed Campaign Strategy
‘Better mental health for all’ stands as the linchpin of this revitalized brand campaign. The innovative positioning zeroes in on buttressing the Institute’s mission: to materialize research bearing tangible results, targeting the prevention, management, and treatment of widespread mental health issues and suicides in diverse settings – from schools and workplaces to healthcare establishments and the broader community.
Nicole Scott, the Director of Marketing and Communications at Black Dog Institute, effusively remarked: “This campaign will be transformational in the way we reach and engage people and the impact we’ll be able to have on mental health. “The work is brilliant and we are already getting wonderful feedback from our stakeholders. 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.”
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Stuart O’Brien, the visionary CEO & Founder of Houston Group, shared a similar sentiment: “At Houston, we are dedicated to using our capabilities to make a positive impact on society and, together with Black Dog Institute, we look forward to driving meaningful change.”
Widespread Campaign Rollout
Matching the tempo of Mental Health Month in Australia this October, ‘Better Mental Health’ made its illustrious debut across diverse channels: radio, social platforms, and out-of-home advertising. Curious minds can delve deeper into this initiative by visiting website.
