Mental illness is Australia's single biggest health issue but only 50% of people receive help. NRL is hoping it can convince those in need to reach out.
The campaign, State of Mind, by Archibald/Williams, uses the NRL's clubs and players, along with its reach to reduce the stigma around mental illness issues and connect people with services such as Lifeline, Black Dog Institute, Headspace, Le Va and Kids Helpline.
It also aims to go one step further than most mental health campaigns which urge Australians talk about issues, by getting people to see the signs and take action.
State of Mind ambassador and Queensland fullback Darius Boyd says: “I’ve experienced the effects of pressure and depression and with one in two people affected by mental illness at some point in their life, we cannot sit by as a community and have people suffering and feeling like they are alone."
Matt Gilmour, Executive Creative Director of Archibald / Williams said: “To work on this project was personally important to me and important to us as an agency. We really hope the NRL’s program will prompt people to keen an eye out for their mates, or reach out for help if they’re not feeling great, without any kind of stigma.”
The campaign will run across TV, digital, social, radio and will air in stadium at Origin games.