When my creative director handed me a headline, a Beyond Blue sponsorship, and a pair of branded underwear, my job was to get cooking.
We turned all those ingredients into a campaign that truly connected with Millennial and Gen Z men who struggle to talk about mental health.
The result? A whole lot of memes (with meaning) and a whole lot of money raised.
For the campaign, we prioritized ‘memes with meaning’ over traditional social ads. Since men’s mental health can be a tough topic to tackle, our strategy was to make the conversation feel more accessible and easy to engage with.
