Having a cuppa and a chat with a friend took on a new significance during September on the Gold Coast with local residents being given the opportunity to reduce stigma around mental illness. As part of the MyMind GC campaign, residents and workplaces were invited to post their photographs having a takeaway coffee with friends or colleagues either at home, work or at interesting or iconic Gold Coast locations. Sponsored by the Partners in Recovery (PIR) mental health initiative, the campaign aimed to normalise talking about mental health.
Taking Partners in Recovery's campaign objectives into account, we worked closely with Phoebe and the team at PIR to tailor a coffee cup advertising campaign that would deliver their campaign message to a diverse range of university students, corporate professionals and the general public on the Gold Coast over a 6 week campaign period. The result is a highly colourful, highly visual, personal campaign that immediately informs people of the #stopstigma message and allows them an opportunity to pledge their support on social media via the clever inclusion of a spot for the customer's name to be written by the barista on the cup. The campaign was hugely successful at raising awareness of the stigma around mental health and pledges have been shared extensively across social media channels.
You can read more about the campaign and view the artwork via the following link.