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About the five in five campaign and advertisements

About the five in five campaign

One in five Australians will directly experience mental illness in their lives. The good news is that mental illnesses can now be successfully treated and you, as a member of the public, are part of that treatment. That's why five in five people can help.

The five in five campaign provides you with five ways that you can help. It aims to increase understanding and acceptance of mental illness through education messages and action. Again and again, research has shown that community support and connection is a critical part in rehabilitation for people with a mental illness. Your support, through proving that five in five can help, is crucial to our success.

The five in five campaign is the most significant communication campaign of our 25-year history.

The five in five campaign has three key elements:

  1. Market research to ensure effectiveness of the campaign
  2. Advertisements or Community Service Announcement (CSA) incorporate television, radio, cinema and print advertising (Frequently Asked Questions on them are here)
  3. Five ways to help including MI Meet Up

About making the advertisements

The five in five campaign was officially launched by Professor Allan Fels at our Open Mind Day Station Street Fiesta on Sunday 17th October 2004 at the end of Mental Health Week. The campaign is the result of intensive market research and development led by advertising agency, digitaldogma in Melbourne and has been supported by the Australian media and film community. Together we converted the research into an animated ad, voiced by Eric Bana (Troy, The Hulk, Chopper) and produced by a team whose credentials include The Matrix, Baz Luhrmann's Romeo and Juliet and Harvie Crumpet.

Our national five in five campaign would not have been possible without the incredible support of many individuals and organisations led by digitaldogma – our lead advertising and design agency. They include 3AW, Astor Theatre, The Age, Eric Bana, B&T, Tara Bennie, Channel 7, Channel 9, Channel 10, Channel 31 - Victoria, Stuart Downs, Herald Sun, Hootville Communications, Janssen-Cilag, Frank Lipson, Mojo Publicis, Melbourne Weekly, Bill Murphy, Newspoll, Next Media, Phyllis Mitchell & Associates, Preston Rotary, SBS, SEW-Eurodrive, Telstra,Young and Rubicam and many, many more.

What are the key messages of the advertisement?
The television advertisement features a group of five animated people. A roll of the dice on ‘the board game of life’ touches one of the five people, highlighting the fact that anybody could be affected by mental illness. Mental illness does not discriminate. Its impact is felt across all sections of society.

Using digital generated imagery and powerful audio, the viewer is then taken into an individual's brain showing the chemical synapses occurring, with Eric Bana's voice over stating that 'mental illness involves a chemical imbalance of the brain that affects the way you think, feel and act'. 

As fifty per cent of what we know about the brain's role in mental illness has been learnt in the last 10 years, many people’s understanding of it is way out of date. The ad highlights that there has been great improvements in medical and social treatments, and that you as a member of the public are part of those treatment.  Research shows that stigma by individuals and organisations in society is one of the most debilitating factors in a person with a mental illnesses recovery.

What research sits behind the campaign?
There was a series of steps that led to the final communication concept. These included:

  1. Idea generation workshops with people x 3 with a mental illness, their family and friends, and staff
  2. In-depth exploratory interviews to test these ideas and identify insights with 20 individuals who made up a representative sample of the Victorian population
  3. Focus groups x 2 to test and refine the proposed creative idea
  4. Vision and values workshops x 3 with people with a mental illness, their family and friends and staff to ensure the creative is in line with MI Fellowship’s beliefs and values
  5. Tracking campaign effectiveness before the campaign with 300 individuals who made up a representative sample of the Victorian population via Newspoll.

Summary results from Newspoll pre-campaign tracking

 

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