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2021 - Bronze

Dear Mind

Bronze 2021
Khemistry
Queensland Health
Dear Mind - Mental Wellbeing

1 in 5 Queenslanders experiences mental illness every year.
Research shows that a little bit of ‘me time’, spent doing simple, enjoyable things, can improve your resilience and stop mental illness before it starts.
‘Me time’ is personal. The only person who knows which wellbeing activities will work for you, is you.
So, we created Dear Mind, a campaign that uses the power of the inner voice to show every Queenslander how to build a healthier relationship with their mind.
Wrapped up in a ‘note to self’, Dear Mind reveals the personal stories of everyday people, the mental challenges they face and the wellbeing strategies they use to overcome them.
The stories play out differently across a range of channels – from TV and print to a personalised ‘message from your mind’ on Spotify.
We linked people to the Dear Mind website, a library of more than 200 wellbeing tips.

Advertising agencyKhemistry
Creative directorLindsay Thompson
CopywriterJessamy Ross
Art directorLindsay Thompson
Agency producerNatalie Mitchell
Account serviceDianne Grice & Dan Paull
Client marketing managerJennifer Cassidy, Stephanie Birch & Emillie Hicks
Production companyWe Are Ace
DirectorGrant Marshall
ProducerBec Dakin
CinematographerJason Hargreaves
Post production houseKhemistry
EditorNicholas Fornasier
Visual effectsBenjamin Drake
AnimatorBenjamin Drake
Soundmusic studioKhemistry
Sound designerDavid Gaylard
Design studioKhemistry
Graphic designerGaelle Masurier/Steve Wallwork
RetoucherDerek Leong
Finished artistGaelle Masurier/Steve Wallwork
PhotographerSam Scoufos
Front end designerAmandda Kao, Ariel Beninca
Digital producerDanielle Shannon
DeveloperLakeisha Wall, Amandda Kao
Back end developerJose Navas