The Push-Up Challenge campaign links the seemingly unrelated activity of a push up with the ability to provide life-saving mental health and suicide prevention support, via Mediahub and 303 MullenLowe.
The new 'Your push is power' campaign aims to demonstrate that when people come together and take small actions such as a daily push-up, squat or lunge – at home or in public - it can really make a significant difference and help save lives.
It features Australians of all ages and abilities taking the time to push-up at work, home, waiting for the bus, walking to school or at the beach, calling for action with the tagline “Let’s push together and push for better”.
It will be seen nationally from now until the end of the annual 23-day event (June 26), across TV, OOH, radio, digital audio, display and social, and amplified through media partnerships and sponsorships.
It is the first campaign developed by 303 MullenLowe and Mediahub since the agencies jointly won the account in an integrated 2024 competitive pitch. The two agencies worked side by side as part of a full-service offering, to develop and implement the campaign’s integrated strategic plan that supported creative and media together.
Media agency Mediahub developed an audience-engagement approach that leans into the influence of media personalities to rally Australians around the cause. Included is a national sponsorship with ARN radio hosts Will & Woody, plus news readers, teamed with traditional and digital channels to build mass awareness and to support delivering registrations.
“From the outset, our goal was to create more than just an awareness campaign, we wanted to help build a national movement around mental health," said Mediahub Perth general manager Kylie Macey.
"Through impactful creative and the partnership with ARN and the support of radio hosts Will and Woody, we’ll tap into a level of authenticity and influence that we hope will truly resonate with Aussies. This isn’t just about doing push-ups it’s about showing up, starting conversations, and making mental health a shared priority.”
The Push-Up Challenge, billed as Australia's largest mental health and fitness event, sees hundreds of thousands of Australians each year take up the challenge to complete a set number of push-ups that represent the number of lives lost to suicide in Australia in the most recent year of available data.
The 2025 Challenge is asking participants to complete 3,214 push-ups over 23 days. Participants are also provided with daily mental health facts, and have the opportunity to fundraise for one of the Challenge’s chosen mental health charities.
“We can all feel helpless when it comes to mental health. Whether it's supporting someone through a tough time, trying to help ourselves, or just wanting to improve the lives of others," said 303 MullenLowe creative team Ellysia Burton and Sarah Cassel.
"Your push is power was born from that feeling. It shows our audience that there is power in all the micro moments of doing The Push-Up Challenge. Every bead of sweat, red face or shaky arm as part of doing 3,214 push-ups really does make a difference. No matter who you are, or where you're doing it, we want to celebrate the grit and the gains.”
The Push-Up Challenge’s Head of Marketing and Partnerships Phoebe Adams said the Push-Up Challenge had raised more than $50 million for mental health programs and services and engaged over 700,000 people to push for better mental health since 2017.
However, it is vital Australians fully understand the impact they could have by becoming involved again this year.
"The Push-Up Challenge is an iconic event that brings together hundreds of thousands of people every year, to get sweaty while also raising much needed awareness and funds for mental health," Adams said.
"This year, for the first time, we've joined forces with agency partner 303 MullenLowe to create a truly memorable, feel-good campaign that we hope will bring even more participants to this much-loved event. We couldn't be happier with the result,” she said.
Credits
The Push Up Challenge – client
Phoebe Adams - Head of Marketing and Partnerships
Oscar Deveraux - Senior Communications & Marketing Coordinator
Corey Harrison – Content Producer
Nick Hudson - Founder
303 MullenLowe Perth - strategy, creative, design, production
Ellysia Burton – Copywriter
Sarah Cassell – Art Director
Sara Oteri – Executive Creative Director
Matt Oakley – Chief Strategy Officer
Devon Jackson – Senior Business Manager
Anna Mitchell – Business Executive
Holly Kemp – Producer
Alby Furfaro – Head of Design
Madeleine De Pierres – Senior Designer
Suzanne Whoston – Finished Artist
Angela Homann – Finished Artist
MediaHub – media strategy and execution
Kylie Macey – General Manager
Bella Sardelis – Senior Media Manager
Grace O’Meehan – Media Executive
Ryan Dhillon – Digital Director
Elyse Simich – Senior Performance Manager
Paige Crabb – Digital Executive
Poppet - production
Jonathan Nyquist – Director
Natalie Taylor – Executive Producer
Courtney Bombell – Production Manager
Anna King – Production Assistant
Beth Malcher – AD
Earle Dressner – DOP
Jason Morling – 1st AC
Hugo Rutten – 2nd AC/Data
Joen Patton – Stadicam
Dan Mitton – Gaffer
Sam Pearce – HMU/Wardrobe
Jessie Brinkman-Evans – Stills Photographer
Asha Barr – Art Department
Kris Knab – Wardrobe
Heckler Sound - Original Music
Bonnie Law - Executive Music Producer
Johnny Green - Composer
Gordon Rytmeister - Drums
Scott Langley - Saxophone
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.