Case Study
Driving national mental health awareness during COVID-19
Driving national mental health awareness during COVID-19
Campaign objectives and targets

Primary worked with the National Mental Health Commission to minimise the impact of the COVID pandemic on the mental health of Australians by effectively:

  • Sharing practical, expert ideas on how to manage mental health in a pandemic for Australians experiencing lockdown and additional stress
  • Maximising help-seeking behaviour towards established support lines for people in need
Strategy and development

Primary conceived, produced and launched the integrated campaign in just ten days at the beginning of the pandemic on the theme ‘stay connected while physically distant’.

Three phases tailored evidence-based tips, encouraged social connection, empowered positive community storytelling, and promoted pathways for Australians to seek help:

  • Phase 1 (#InThisTogether), March 2020
  • Phase 2 (#GettingThroughThisTogether), July 2020
  • Phase 3 (#MakingTime), December 2020

Mental health groups, key communities and carers were consulted in March to provide strategic direction for the campaign design and launch. Consultation continued through webinars with consumers and carers during each subsequent phase.

Tactics delivered

All major mental health organisations and stakeholder community groups were provided with resources to distribute on their own networks across the country. 

Multiple launches and videos were organised with the Prime Minister, Chief Medical Officers, and other key community leaders. The program drove extensive media coverage, delivered online events and created social media buzz across the country. 

Mental health champions were activated to reach specific communities, such as indigenous groups. Initial resources and collateral were also designed across five main language groups. 

Results and impact
  • Mental health support lines (Lifeline, Beyond Blue and Kids Helpline) saw a 43% increase in calls 
  • 33% of Australians increased non-face-to-face contact with friends and family
  • Total traditional media reach (news, print, broadcast) was 146.9 million and social media reach was 10.8 million
  • More than 1,200 community groups were directly engaged and activated to support the programs and connect to the grass roots and front line