VML Gives New Zealanders’ Wellbeing A Boost With New ‘Top Up’ Campaign

On behalf of Health New Zealand Te Whatu Ora, VML has teamed up with the Mental Health Foundation to launch a national behaviour change campaign that aims to help New Zealanders improve their own mental wellbeing and support the mental wellbeing of their family and others in their community.

The ‘Top Up’ campaign is underpinned by the 5 Ways to Wellbeing, because it’s proven to make a difference to the wellbeing of individuals, whānau and communities.

"Creating a strengths-based campaign that’s grounded in evidence in order to change behaviours and make a meaningful difference to New Zealanders’ wellbeing is the kind of mahi that the whole VML team care deeply about," said Fleur Head, Managing Director at VML.

"We're excited to see it grow in communities across the country, and we're already starting to hear 'Top Up' become a part of people’s wellbeing language."

This campaign is the product of true collaboration, created with the Mental Health Foundation, Verian, Annique Davis, Bananaworks, and All is for All. As well as a wealth of input from people with lived experience and clinical expertise.

“Everyone involved in this kaupapa brought their own insights and perspectives to help shape the campaign, ensuring it reflects the communities its intended for and will deliver the positive outcomes we need. This wouldn’t be possible without them,” says Fleur.

The 'Top Up' campaign aligns with the Government’s Mental Health Targets, specifically by strengthening prevention and early intervention efforts and will reach up to 2.6 million New Zealanders each year across TV, radio, and social media. It will be complemented by a community grants program run by the Mental Health Foundation, offering $250,000 annually for two years to fund grassroots wellbeing initiatives.

Credits:

Production: Honeymoon Films

Director: Louis Sutherland

Photographer: Steve Boniface

Client: Health NZ | Te Whatu Ora

Partners: All is for All, Annique Davis, Bananaworks, Verian, Mental Health Foundation NZ

Notes:

• The Top Up website which includes the campaign video can be found online here.
• The campaign will aim to reach up to 2.6 million New Zealanders each year through a range of multimedia channels such as TV, radio, social media and other online platforms.
• This will be complemented by a community grants scheme run by the Mental Health Foundation, with the first round opening in October during Mental Health Awareness Week. It will offer $250,000 annually for two years to fund grassroots community wellbeing initiatives.

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