Seeking help with your mental health often isn’t an easy decision, but it’s deeply supported by Ramsay Psychology. They asked us to craft a campaign that showcases their individualised, compassionate approach to mental healthcare through compelling video, based on customer insights.
Ramsay challenged us to build a campaign concept that would launch the new Ramsay Psychology clinic service. Four key priorities underpinned our approach:
1. Modelling the behaviour of deciding to seek support
2. Using identifiable characters and perspectives that would connect with the audience
3. Making a compelling brand promise
4. Delivering key messages around trust, care, control, and being healthier and happier
We crafted a series of characters that reflected the audience back to them.
Customer insights for the project identified that these people are ready to begin their mental health journey but simply need the encouragement to take action.
Like with our previous work on the Quit Smoking campaign for Queensland Health, we knew the approach shouldn’t revolve around fear but instead empower people the achieve the next step they wanted to achieve—seeking help.
In taking care to deeply understand the audience, we were able to craft a campaign that genuinely connected with them and their stories.
The videos take place in a waiting room, where our characters show their inner decision making as they wait for their mental health appointment. Our photography style was an intimate approach of close-up shots of their emotive faces. We treated the videos with a blurry overlay to represent the impact of their mental health on their outlook and quality of life—which clears in the wake of their hope and strength in deciding to seek help.
This campaign is helping Ramsay Psychology provide personalised care for a range of people with varying mental health conditions and symptoms. By increasing Ramsay’s brand awareness, we’ve helped people experiencing life’s challenges—from depression and grief to eating disorders and relationship problems—reach out for help when they’re ready.