Name: New Word Order
Address: 205 Juliette Street, Greenslopes, Brisbane, 4120, Australia
Telephone: 07 3334 8340
Price range: $

MyndKind

North Queensland’s new era of mental health support

For decades North Queensland has struggled to provide an aligned delivery of mental health support. Our client—NQPHN—engineered a collaborative program between providers, referrers and patients that tackled some of the historical issues front on. The result was the creation of a new system of mental health support that put patient outcomes first and built networks of trust between health providers. New Word Order were invited to be part of this project at an early stage to help name and brand the initiative and create communication materials and marketing assets.

Strategy Health Brand

Challenge

Simply put, this project needed to succeed. Previous failures in this sector in delivering better mental health support had led to a cynical mindset and a belief that a better program would never eventuate. This was the primary challenge we faced. Establishing a truly collaborative network of referrers and providers was also a major challenge for the client, and one that our role had to address in clear way. We had to ignite belief among the participants that this initiative was different and worthy of their support. Patients who had been systematically let down before needed to be reassured that this new program prioritised their needs and made it easier to seek mental health support.

STRATEGY

The key strategy behind MyndKind was to promote and celebrate it as a community led brand. We built on ideas of it being a grassroots program, with alliance and collaboration at its core. By instilling this sense of unity, the brand would be able to harness the power of camaraderie to create more confidence and connection with all who interacted with MyndKind. Our strategy approach also focussed on strengthening the quality pillar of the brand to drive better experiences for referrers, providers and patients.

Creative

We started with the name. Our goal was to create a name that spoke to the duality of community alliance and quality health care support. The client was thrilled with the MyndKind name and brand creation. The branding job extended into creating the blueprint for the consistent delivery and growth of MyndKind throughout the NQ market. The goal was to have this as the most trusted mental health care name and the creative was designed to reflect the quality of care and the “togetherness” of MyndKind. The creative also needed to represent the purpose driven work of the program and not just be a “another health care offer”. Creatively it needed to connect strongly with the power of community and collaboration, and engage with people who had been let down previously.

Impact

MyndKind was launched and immediately created an impact within the intended market of providers, referrers and patients. The network continues to grow as more stakeholders join the initiative and this has seen the brand grow in an organic fashion.