Comcare partnered with CRE8IVE to tackle mental health stigma in the workplace through a workplace education initiative. We created a brand and campaign to support Comcare in addressing the underreported issue of psychosocial illness, utilising creative messaging and resources to encourage a more supportive work environment for those experiencing mental health challenges.
Comcare knew the stigma around mental health discourages affected employees from seeking help. They found that employees who make a workers’ compensation claim for a mental health injury or illness, often had a poorer recovery and return to work outcome than an employee who sustained a physical injury or disease.
Based on research conducted by Comcare, CRE8IVE first developed a strategy that informed the creative concepts — focussing on normalising mental health discussions in workplaces. The strategy included a phased release plan to have maximum impact and longevity of the messaging.
CRE8IVE presented two concepts developed to meet the diverse needs of the target audience. Market testing was conducted, and based on the analysis of the feedback, the ‘Mental Notes’ concept was chosen for its potential impact and longevity. A visual identity and messaging matrix was created, and content was produced for a comprehensive toolkit for managers.
In the first month after the launch, 'Mental Notes' saw nearly 3,000 visits to the landing page from 1,300 unique visitors. More than 1,900 resources were downloaded and social media posts had 4,051 impressions, 225 engagements and 100 link clicks. This widespread engagement with the campaign signalled a positive shift in workplace mental health conversations.
3,000
Visits to the landing page in the first month
1,900
Resources downloaded in the first month
4,051
Social media impressions in the first month
