TBWA Melbourne and BeyondBlue tackle mental health in the workplace with their latest mailing campaign.
Mental health organisation BeyondBlue has partnered with TBWA Melbourne to develop its fourth Heads Up campaign promoting a mentally healthy workplace.
The campaign targets Australian business professionals and leaders by replying to live job advertisements with mock CVs and cover letters. The letters sent encourage recipients to make a hire that will support a mentally healthy workplace.
The campaign is designed to disrupt the traditional hiring process and open the conversation of mental health in the workplace, by mailing in the mock job applications to companies across media, publishing, HR, recruitment, health and education.
“Heads Up takes an educational approach to workplace mental health, and this year is no different. We're excited to see the recipients' reactions to our mock job applications from BeyondBlue,” BeyondBlue CEO Georgie Harman says.
“It's an engaging and creative way to bring a serious and hugely important topic into conversation.”
Heads Up has also adapted nine key focuses for a healthy workplace that are included in the mock applications. This list includes mental health support, a trusting, fair and respectful culture, open and honest leadership, and several others.
The campaign has also inserted the applications into this month's issue of HRM Magazine, circulating nationwide.
HR managers will be encouraged to subscribe to Heads Up's email series which offers the nine steps in detail, by way of advertising on Facebook, Instagram, LinkedIn and online video.
Sister agency, Eleven will also drive media relations with an influencer program on LinkedIn, sharing the nine attributes to professional networks.
