I often come across social issues that require a concerted national campaign if they have any chance of success in creating change. A campaign that raises awareness, challenges beliefs, demystifies issues and debunks fears and myths.
And better still a campaign that allows, or encourages us to talk about, perhaps even laugh about taboo issues.
So I was delighted a few weeks ago to participate as a listener, viewer, reader and donor in ABC Australia’s national campaign Mental As
On phone, televison and online – a powerful media campagin
Apparently, Andrew Denton and another gentleman whose name I cannot remember, pitched to the ABC the idea of a telethon to raise money for mental health research. ABC, bless them, said something along the lines of “We can do much better than that.”
In their own words about Mental As
to support Mental Health Week, ABC went Mental As… we thank all who joined us on TV, radio and online as we challenged the stigma and started a national conversation about mental health. Thank you to everyone who supported us and bid on the auction, pledged & donated money to mental health research. Together we raised…$1,467,181
I tuned in to ABC as often as possible between meetings, sleeping, working, etc – some of the most interesting, moving and inspiring media that I have followed. But just as importantly, they really did start a national conversation.
I heard a few people express the concern that they were speaking to the converted. But I doubt it. Even if they did not get anyone who did not normally listen to/watch the ABC, that is a large group of people, many of whom would have learnt much that they did not know, many of whom would have changed their opinion on something, talked about their own mental health issues for the first time. Somehow been affected by a national campaign.
Thank you ABC. From now on, when I am putting a social campaign together for a client I will strive for more and more and more.
