[{"type":"vizyBlock","attrs":{"id":"vizy-block-iIvAfCTohk","enabled":true,"collapsed":false,"values":{"type":"type-xgBpfxj8HD","content":{"fields":{"images":["141736","141670","141671","141672"]}}}}},{"type":"vizyBlock","attrs":{"id":"vizy-block-tDjAdefp2G","enabled":true,"collapsed":false,"values":{"type":"type-0jFlVakMTB","content":{"fields":{"sectionHeight":"h-auto","backgroundColour":"bg-white","textBuilder":{"new1":{"type":"heading","enabled":true,"collapsed":false,"fields":{"headingText":"Challenge","headingColour":"text-black","headingSize":"text-5xl"}},"new2":{"type":"text","enabled":true,"collapsed":false,"fields":{"text":"<br>Ramsay challenged us to build a campaign concept that would launch the new Ramsay Psychology clinic service. Four key priorities underpinned our approach: <\/br>\n<br>1.\tmodelling the behaviour of deciding to seek support <\/br>\n<br>2.\tusing identifiable characters and perspectives that would connect with the audience <\/br>\n<br>3.\tmaking a compelling brand promise <\/br>\n<br>4.\tdelivering key messages around trust, care, control, and being healthier and happier. <\/br>","textSize":"text-base","textColour":"text-black"}}},"buttons":[],"sectionTitle":null}}}}},{"type":"vizyBlock","attrs":{"id":"vizy-block-BWwvmn3pwX","enabled":true,"collapsed":false,"values":{"type":"type-WIIM7FjPXS","content":{"fields":{"images":["141745"],"mediaAlignment":"Left","textBuilder":{"new1":{"type":"heading","enabled":true,"collapsed":false,"fields":{"headingText":"STRATEGY","headingColour":"text-black","headingSize":"text-5xl"}},"new2":{"type":"text","enabled":true,"collapsed":false,"fields":{"text":"We crafted a series of characters that reflected the audience back to them. \nCustomer insights for the project identified that these people are ready to begin their mental health journey but simply need the encouragement to take action.\nLike with our previous work on the Quit Smoking campaign for Queensland Health, we knew the approach shouldn’t revolve around fear but instead empower people the achieve the next step they wanted to achieve—seeking help.\nIn taking care to deeply understand the audience, we were able to craft a campaign that genuinely connected with them and their stories.","textSize":"text-base","textColour":"text-black"}}}}}}}},{"type":"vizyBlock","attrs":{"id":"vizy-block-ynJgqMQCET","enabled":true,"collapsed":false,"values":{"type":"type-0jFlVakMTB","content":{"fields":{"sectionHeight":"h-auto","backgroundColour":"bg-white","textBuilder":{"new1":{"type":"heading","enabled":true,"collapsed":false,"fields":{"headingText":"Creative","headingColour":"text-black","headingSize":"text-5xl"}},"new2":{"type":"text","enabled":true,"collapsed":false,"fields":{"text":"The videos take place in a waiting room, where our characters show their inner decision making as they wait for their mental health appointment. \nOur photography style was an intimate approach of close-up shots of their emotive faces. \nWe treated the videos with a blurry overlay to represent the impact of their mental health on their outlook and quality of life—which clears in the wake of their hope and strength in deciding to seek help.","textSize":"text-base","textColour":"text-black"}}},"buttons":[],"sectionTitle":null}}}}},{"type":"vizyBlock","attrs":{"id":"vizy-block-eM0TsINord","enabled":true,"collapsed":false,"values":{"type":"type-xgBpfxj8HD","content":{"fields":{"images":["141741","141742","141743","141744"]}}}}},{"type":"vizyBlock","attrs":{"id":"vizy-block-FF7V2IzNlc","enabled":true,"collapsed":false,"values":{"type":"type-0jFlVakMTB","content":{"fields":{"sectionHeight":"h-auto","backgroundColour":"bg-white","textBuilder":{"new1":{"type":"heading","enabled":true,"collapsed":false,"fields":{"headingText":"Impact","headingColour":"text-black","headingSize":"text-5xl"}},"new2":{"type":"text","enabled":true,"collapsed":false,"fields":{"text":"This campaign is helping Ramsay Psychology provide personalised care for a range of people with varying mental health conditions and symptoms.\nBy increasing Ramsay’s brand awareness, we’ve helped people experiencing life’s challenges—from depression and grief to eating disorders and relationship problems—reach out for help when they’re ready.","textSize":"text-base","textColour":"text-black"}}},"buttons":[],"sectionTitle":null}}}}}]