Having a cuppa and a chat with a friend will take on a new significance during the next few weeks, with local residents having the opportunity to reduce stigma around mental illness on the Gold Coast. As part of the MyMind GC campaign, residents and workplaces are 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 aims to normalise talking about mental health.
We worked closely with Phoebe and the team at Partners in Recovery 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 on the camapign artwork. 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 #stopstigma campaign here.