ABOUT

ABOUT
Mental Health Month talks a lot about depression and anxiety. But for millions of Australians, what they're feeling doesn't fit those labels. And if we can't name it, we can't deal with it. Modern life has created entirely new emotional states our vocabulary can't capture, leaving preventative mental health feeling like it's for someone else.

OUR CHALLENGE
Drive awareness and downloads of the Gotcha4Life Mental Fitness Gym app, inspire help-seekers in particular to act and cement Gotcha4Life's positioning in preventative mental fitness.

WE GAVE PEOPLE THE WORDS. THEN GAVE THEM THE WORKOUT.
We created New Emotions, a vocabulary for the feelings of contemporary life. From everyday afflictions like 'Drainium' and 'Brainfetti' to heavier states like 'Clusterwhelm', each new emotion was paired with a real workout from the Gym, connecting genuine entry points ("I'm feeling unmotivated") to a simple, practical action: download and build mental fitness.

STANDING OUT IN A SEA OF SAMENESS.
Launching during the most crowded moment on the wellbeing calendar, Mental Health Month, New Emotions needed to look and sound like nothing else in the category. Bold colour, expressive characters and neuro-rich visuals demanded attention across TV, radio, OOH, press, digital and social, meeting help-seekers in everyday moments with feelings they instantly recognised, even if they'd never had the words for them before.

NAMING IT WORKED.
The campaign smashed its download target, delivering 13,000 downloads against a goal of 10,000. The campaign period accounted for 51% of all downloads since the app launched, despite representing just 25% of that time.

By making the unlabelled labelled, we made preventative mental health relevant to more people through a distinctive, flexible brand platform that can adapt, expand and respond to the nation's wellbeing needs for years to come.