Health and Wellbeing Queensland and BCM on what makes a ‘Queenslandher’

15 December 2020

Creative Agency: BCM Partnership

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Many Queensland women in particular have done it tough.

A new BCM-produced campaign for Health & Wellbeing Queensland has just launched.

The "Queenslandher" campaign platform will feature a series of video content highlighting the strength of Queensland women in the face of a year of adversity.

2020 has been rife with devastation, confusion, and uncertainty. From the heart-breaking bushfires to the pandemic which brought Queensland to its knees, we’ve all come face-to-face with our own set of unique challenges.

Many Queensland women in particular have done it tough. But they’ve found ways to stand tall and come out stronger.

“It’s what makes a Queenslandher!” says Robyn Littlewood, CEO of Health and Wellbeing Queensland.

“At Health and Wellbeing Queensland, we wanted to create a campaign that would validate and acknowledge the hardship that Queensland women have faced, and ultimately guide them to our resources to support them in leading a happier, healthier lifestyle. More than that, we also want to applaud them for overcoming their challenges and empower other women to do the same.”

Phil McDonald, managing director and partner at BCM Group: “We’re delighted to be involved in such a worthwhile project. We interviewed everyday Queensland women from a variety of backgrounds with diverse stories to tell. From farmers to nurses, students to retirees. While these women varied greatly in what they had to say, what united them was their tenacity and determination to rise above their challenges and the ‘Queenslandher’ platform captures this perfectly."

Via social media and dedicated website content at people are encouraged to explore these stories and share their own Queenslandher tale of inner strength to help inspire others.

Client: Health & Wellbeing Queensland
Chief Executive Officer: Robyn Littlewood
General Manager: Gemma Hodgetts
Communications and Engagement Manager: Clare Murray

Creative and Media Agency: BCM Group

Managing Director: Phil McDonald
Senior Conceptualiser: Andy Ward
Copywriter: Meg Jenkins
Group Account Director: Alan Kewley
Account Director: Laurelle Simleit
Agency Producer: Holly Hayes
Video Production: Light & Shade Media
Executive Producer + Director: Matt Bamkin & Julia Holmes
Producer: Emma Horne

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