The Mental Health Foundation of New Zealand is a charity that works towards creating a society free from discrimination, where all people enjoy positive mental health & wellbeing.
In 2022, Students from AUT University and Media Design School were given a live brief to create an audio campaign for the Mental Health Foundation, as part of the Student ORCA competition.
Participants were tasked with creating a campaign that either encouraged donations or drove youth audiences to engage with Covid-19 wellness tips.
THE OBJECTIVE
The key objective of the winning campaign was to promote awareness of Covid-19 wellness tips to youth audiences aged 13-24 across New Zealand. The expectation was to encourage listeners to look after their mental wellbeing.
THE INSIGHT
The winning student team (Hannah Nguyen and Louis O'Brien) leaned into a popular youth social media trend, 'Never Have I Ever’ to ask the audience questions about how they were coping with the pandemic.
THE CAMPAIGN
Campaign audio was created in AUT University's recording studio and was voiced by Radio Hauraki Breakfast Announcer, Jeremy Wells. The game show style creative worked to juxtapose the content of the script, making it an accessible message for young people.
Once the Mental Health Foundation, with the help of Student ORCA judges, selected this as the winning campaign, they were provided with a free of charge radio advertising schedule to the tune of $20,000.
Thirty second spots played out across the Flava, Mai, ZM, Radio Hauraki and George FM networks for a period of two weeks in October 2022.
THE RESULTS
The campaign was a success, with
Covid-19 related webpage visits up 10% month on month.
“We were incredibly impressed by this response from conception to delivery, the team really understood the brief and answered it in a clever way” - Renee Fox (Mental Health Foundation)
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