Spark Foundry, UnLtd and more than 20 Australian media organisations are backing a new national campaign from not-for-profit Heart On My Sleeve (HOMS), encouraging Australians to say “I’m not OK” and speak openly about mental health.
Created by Desire Media with strategy by Spark Foundry, the campaign urges Australians to proactively open up about mental ill-health, rather than waiting to be asked. The creative includes the tagline “put your heart on your sleeve” and asks participants to literally draw a heart on their arm and share their stories on social media using #heartonmysleeve.
Founded in 2017 by mental health advocate Mitch Wallis, HOMS was born from Wallis’ own viral video sharing his struggles. The movement now aims to replace shame with vulnerability by normalising truthful conversations around mental illness. According to Wallis, more than 80 per cent of Australians who have experienced mental ill-health also report stigma or discrimination.
“While we’ve made huge strides with campaigns that encourage us to check in on others, many people still hesitate to open up – even when they’re asked.” Wallis said. “Saying ‘I’m not OK’ is one of the strongest things you can do.”
The campaign has attracted a wave of support from public figures, including media personality David Koch, NRL player Kieran Foran, actor Sharon Johal, world champion ironman Guy Leech, TV personality Jad Nehmetallah, world champion surfer Layne Beachley, reporter Richard Reid, and journalist Antoinette Lattouf.
Barry Du Bois
Backing the campaign is over $900,000 in donated media inventory across television, radio, cinema, digital, and out-of-home. Key media supporters include Channel Nine/9Now, Channel Seven/7Plus, Channel Ten/Paramount, SBS, Foxtel, News Corp, Mamamia, The Guardian, Yahoo, ARN, Nova, SCA, JCDecaux, oOh!media, QMS, Cartology, Jolt Media and Val Morgan.
Janice Tsang, Client Director at Spark Foundry, said the media agency was “beyond thrilled” to be involved in such a meaningful initiative. “The passion and authenticity the HOMS teambrings to this campaign, right down to everyday conversations, makes this collaboration not just valuable, but truly inspiring.” Tsang said.
The initiative is also supported by UnLtd, the social purpose organisation connecting the media industry with charities supporting at-risk youth.
More on the campaign and real stories can be found at heartonmysleeve.org/stories.