As a well-trusted but unknown organisation within the mental health sector, Wellways Australia wanted to run a campaign in 2019 to tackle mental health stigma. In a sector dominated by Beyond Blue, GTM took on the challenge of running a 7 week awareness campaign for Wellways called ‘Stampede Stigma’.
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The strategy was to flip the focus of mental health from the individual to the community, from ‘are you okay’ to ‘are we okay’? GTM enlisted media personality Anthony ‘Lehmo’ Lehmann as the ambassador and used a blow-up campaign icon, an 8 foot zebra named Daz, to spread the message through social media (over 2 million reached) traditional media (Triple M, Daily Mercury, 7 News), and a ground campaign (Luna Park, NGV, State Library of Victoria). The campaign drew in partners from Price Waterhouse Coopers and the MFB, with over 3,000 participants signing up online.