M&C Saatchi
Executive Summary
M&C Saatchi Executive Summary
Mental health is Victoria’s next big challenge. And getting it right - matters to all of us.
Right now, one in five Victorians are experiencing a mental health condition, rising to one in two of us over the course of our lifetime. If it’s not our own direct experience, it’s that of someone we care about. A parent, a partner. A workmate, an employee.
That means not only is it a shared challenge, it’s a shared responsibility too. For governments, for communities - and for workplaces.
As our state’s health and safety regulator and as Victoria’s workers compensation insurer, WorkSafe Victoria plays a critical role in shaping this conversation.
The challenges are unprecedented and manifold: a growing workforce, a growing incidence of mental health injuries and the changing nature of work among them.
Coupled with the ongoing impact of the COVID-19 pandemic, and the vast reforms laid out by the Royal Commission into Victoria’s Mental Health System, the Healthy Work campaign has never been more important - or necessary.
As numerous as the challenges, M&C Saatchi Melbourne believe this body of work also represents incredible opportunity.
That includes supporting more Victorians back into the right work at the right time. Addressing stigma and discrimination. Ensuring employers and employees alike can contribute to a safe and supportive workplace. And fundamentally driving a cultural shift in the conversation around work and the role it plays in a balanced and healthy life.
As Georgie Harman, CEO of Beyond Blue, said in her witness statement to the Royal Commission:
“Good work is really good for our mental health. It not only pays the bills but it also gives us a sense of meaning, a sense of purpose and a sense that we’re contributing something, and every day in workplaces around Australia, there are people who are living and working extremely effectively and productively with mental health conditions.”
We also understand that this campaign not only needs to convey these complexities, but crucially, it needs to connect with its audience.
M&C Saatchi Melbourne offers its expertise in using behavioural insight, data and research to create highly effective behaviour change programs. Not only do we offer this insight-driven strategic thinking, we also bring creativity that connects with emotion - shaping campaigns that are impactful, persuasive and deeply personal.
At the same time, the Healthy Work campaign needs to reach Victorians from all walks of life, showing a diversity of workplaces, environments and communities - while also recognising the unique sensitivities for some of our state’s culturally and linguistically diverse (CALD) and Aboriginal communities.
We also understand that as the Royal Commission’s recommendations continue to be implemented, and as our understanding of wellbeing at work continues to evolve, this campaign will need to be flexible and adaptable.
Having developed and delivered a suite of insight-driven and impactful behaviour change campaigns on time and on brief - from the Victorian Government’s COVID-19 response to working with Australia’s Department of Social Services to promote careers in the disability, veterans and aged care support sector - we offer the skills, expertise and experience to transform the conversation on mental health and help get more Victorians back to work.