Mensline targets employers via SAE campaign
SAE Creative, Melbourne was tasked to create awareness for MensLine Australia, operated by Crisis Support Services, Australia’s leading professional telephone counselling and training provider. The service receives over 80,000 calls every year from men going through emotional issues with partners, children, friends, family or workmates.
All those that call the line can expect the following
· A no-blame, no-shame and judgement-free response
· Information, practical ideas and strategies for dealing with tough situations
· 24 hours a day, seven days a week professional support for men
· Referrals to local services and support programs
· A Call Back service to provide you with ongoing support
· The opportunity to get involved in facilitated telegroups (confidential peer support groups)
Thebudgets didn’t allow for a national advertising campaign so SAE decidedto target employers and organisations with male dominated workforcesand audiences and try to persuade them to promote the service bydistributing the promotional material they would supply them, put up aposter in the common room, put a DL flyer in with the payslips etc. Theprint campaign uses 3 real counsellors who also feature in the fulllength DVD being interviewed about what MensLine Australia can offer.
Agency: SAE Creative, Melbourne
Creative Director: Richie Meldrum, SAE Creative
Copywriter: Richie Meldrum, SAE Creative
Production: Charlie Porter and Tim Anderson, Burning House
Music: Spike Suradi, Burning House