| философия | Clemenger BBDO Melbourne and beyondblue are encouraging Australians to ‘Know When Anxiety is Talking’ in the agency’s first piece of work since winning a place on the mental health organisation’s roster. Timed to coincide with World Mental Health Day, the campaign launches the ‘Know When Anxiety is Talking’ platform which aims to raise awareness of anxiety in the community. The platform will roll out for beyondblue over the next three and a half years. The campaign launches with a piece of film directed by Glendyn Ivin, titled Catch Up, which has been crafted to drive self-reflection among those experiencing an anxiety condition and empathy across the wider community. Clemenger BBDO Melbourne planning director, Matt Pearce says: “We all get stressed from time to time. That’s a part of life. But anxiety is not stress, despite them often being lumped together. Strategically we had to find a way to separate anxiety from the individual and showcase what makes it distinct from a common stress response.” The campaign will roll out across TV, radio, social content and out of home communications. Beyondblue CEO Georgie Harman, adds: “Anxiety is the most common mental health condition in Australia affecting two million people in any given year – twice as many as depression. It affects one in four Australians in their lifetime, yet a third of those take a year to recognize their symptoms. One in six take six years or more. “We commissioned the team at Clemenger BBDO to help people recognise the symptoms of anxiety and reflect on whether they might experience it, ultimately driving change into the future.” |