Dear Mind campaign - Stakeholder kit

Dear Mind campaignStakeholder kit

ContentsDear Mind campaign overview

The campaignBackground – the health issueHow you can get involvedCampaign materials

Newsletter content InstructionsNewsletter/eDM copy — under 200 wordsNewsletter/eDM copy — under 100 wordsNewsletter/eDM images

Social media posts Social media materialsSocial media guideGeneral ‘Dear Mind’ campaign social posts‘Get Healthy’ social posts‘Keep Learning’ social posts‘Show Kindness’ social posts

Links to online content

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Dear Mind campaign overviewThe campaignDear Mind is Queensland’s first positive mental health and wellbeing campaign, encouraging all Queensland adults to create a healthier relationship with their mind and prioritise their mental wellbeing. Run by Queensland Health, Dear Mind encourages people to practise a range of simple, everyday activities to help improve their mental wellbeing, such as spending time with family and friends, learning new things, being active and spending time in nature. The campaign website (qld.gov.au/mentalwellbeing) provides ideas and inspiration for incorporating mental wellbeing into your everyday, as well as links to wellbeing resources and support services. Running between 12 January and 31 May 2020, Dear Mind can be seen on TV, in cinema, on digital channels and in medical centres across Queensland. It aligns with, and contributes to, key Queensland Government policies aimed at improving the health and wellbeing of the population. The campaign features three versions of creative which have been developed to target young adult, middle-aged and older Queenslanders.

Background – the health issueOne in two Queenslanders aged 16 to 85 years may experience mental illness at some time in their life. The impact of mental illness on the community is becoming increasingly apparent. One in two Queenslanders aged 16 to 85 years may experience mental illness at some time in their life, while one in five will experience mental illness, including substance use disorders, in any one year. This places a significant burden on individuals, communities and the health system. While many Queenslanders are already doing daily activities for their wellbeing, they can always do more. Queensland Health is committed to improving the mental wellbeing of Queenslanders by encouraging them to prioritise their mental wellbeing and seek out wellbeing resources. Evidence has shown positive mental wellbeing can help prevent behavioural and mental health problems, and act as an important ‘buffer’ to the risk of mental illness. The resilience that comes from good mental health and wellbeing provides the foundation for safer and healthier families, schools, workplaces and communities; higher educational achievement; and improved relationships and personal dignity.

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How you can get involvedYou can help Queensland Health improve the mental wellbeing of Queenslanders by sharing the Dear Mind campaign materials in this stakeholder kit on your owned channels.The newsletter and social media copy have been approved by Queensland Health’s experts. We would appreciate it if you could share these messages without alteration. If you do wish to change the messaging, please contact Queensland Health to discuss your requirements.For more information, please email communications@health.qld.gov.au. Thank you in advance for your support!

Campaign materialsA campaign toolkit has been developed to enable our stakeholders to share campaign messages through their channels. This includes the following:

videos (30s and 15s) posters social media and newsletter images digital banners and web tiles

These can be downloaded from: https://assetlibrary.health.qld.gov.au/web/3ea58feedf26e02f/dear-mind-campaign-stakeholder-kit/

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Newsletter contentInstructionsCut and paste the copy below into your organisation’s newsletter/eDM. There are two versions of the newsletter/eDM copy — under 200 and 100 words. Please be sure to include the link to the ‘Dear Mind’ campaign website — qld.gov.au/mentalwellbeing

Newsletter/eDM copy — under 200 words<Subject> Focus on mental health and wellbeingSome people call it resilience. Some people call it grit. Whatever you call it, improving your mental wellbeing is one of the best things you can do to unlock a happier life. The Queensland Government has launched a new campaign, Dear Mind, encouraging all Queenslanders to make time for themselves and prioritise their mental wellbeing. Taking some ‘me time’ helps strengthen our mental wellbeing, lifts our mood, improves our relationships and helps us deal with difficult situations. When we look after our mental wellbeing, we are better able to cope with the everyday stresses of life, realise our abilities, participate in the community and work productively. Evidence has also shown positive mental wellbeing can help prevent behavioural and mental health problems, and act as an important ‘buffer’ to the risk of mental illness. Dear Mind encourages all Queenslanders to create a healthier relationship with their mind by making small changes to their daily routine to include simple, everyday activities such as spending time with family and friends, learning new things, being active and spending time in nature. For ideas and inspiration visit qld.gov.au/mentalwellbeing

Newsletter/eDM copy — under 100 words <Subject> Focus on mental health and wellbeingThe Queensland Government is encouraging all Queenslanders to prioritise their mental wellbeing by doing simple everyday activities, such as spending time with family and friends, learning new things, being active and spending time outdoors. Good mental wellbeing creates resilience which leads to safer and healthier families, schools, workplaces and communities; higher educational achievement; and improved relationships and self-esteem. For ideas and inspiration to help improve your mental wellbeing visit qld.gov.au/mentalwellbeing

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Newsletter/eDM imagesHigh resolution images are available for download from the Dear Mind image folder here https://assetlibrary.health.qld.gov.au/web/3ea58feedf26e02f/dear-mind-campaign-stakeholder-kit/ or hold the ctrl button and click on the image.

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Social media postsSocial media materialsA selection of images from the campaign have been made into images for social media for you to use on your own channels.

ImagesWe have provided images multiple options for each post. We have also included links to campaign videos which can eb used in addition to provided images. Please choose the image/video that is most relevant to your audience. Higher resolution images and videos for download can be found in the image folder here: https://assetlibrary.health.qld.gov.au/web/3ea58feedf26e02f/dear-mind-campaign-stakeholder-kit/ or by holding the ctrl button and clicking the image.

Social media guideBelow is a simple ‘how-to’ guide to posting and sharing on Facebook and Instagram. If you have any questions about posting or sharing campaign materials, please email communications@health.qld.gov.au . To begin, ensure you have downloaded the campaign high resolution images and videos here: https://assetlibrary.health.qld.gov.au/web/3ea58feedf26e02f/dear-mind-campaign-stakeholder-kit/Note: Queensland Government agencies don’t need to use the images with the crest but non-government agencies are required to use images with the Coat of Arms.

Facebook1. From the top of your News Feed or timeline, click Make Post. 2. Select and copy the text you wish to post from the pre-approved social media posts

above. 3. To add a campaign photo or video, select Photo/Video and find the location of the

file. 4. Choose where you’d like to share your post (the location on your FB page). When

you add a photo or video, you’ll also have the option to share to ‘your story’. Click to select News Feed, Your Story, or both:

5. News Feed: Your post will show up in News Feed and on your timeline.6. Your Story: Your story will be visible to your selected audiences for 24 hours. 7. Click Share.

Instagram8. To upload a campaign photo or video, first tap at the bottom of the mobile screen

device. Note: You can’t upload photos from a desktop computer to Instagram.

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9. Tap Library (iOS) or Gallery (Android) at the bottom of the screen and select the campaign photo or video you’d like to share. Tap Next. Tap Next again (we advise against the use of effects or filters).

10. Tap Write a caption… and type in one of the pre-approved social media posts above. Tap OK.

11.Tap Share.

General ‘Dear Mind’ campaign social postsImage:

Alternative images:

Suggested copy: Option 1: Some people call it resilience. Some people call it grit. But whatever you

call it, improving your mental wellbeing is the best thing you can do to unlock a happier life. It’s simple too. Visit the Queensland Government mental wellbeing website for ideas and inspiration https://bit.ly/37ohs8U.

Option 2: Taking some ‘me time’ is important to help strengthen your mental wellbeing. It lifts your mood, helps you get through difficult situations and make the most out of life. Visit the Queensland Government mental wellbeing website for simple ‘me time’ ideas https://bit.ly/37ohs8U.

Option 3: How can you improve your mental wellbeing? Find a happier you by doing a few small things every day, like going for a walk, working in the garden, phoning a friend or listening to a podcast. Visit the Queensland Government mental wellbeing website for ideas and inspiration https://bit.ly/37ohs8U

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‘Get Healthy’ social posts‘Get Healthy’ post 1 image:

Alternative image options:

‘Get Healthy’ post 1 suggested copy: As the saying goes ‘healthy body, healthy mind’. Taking good care of your body is

one of the most important things you can do to improve your mental wellbeing. Aim to do 30 minutes of physical activity each day. Visit the Queensland Government mental wellbeing website for ideas and inspiration https://bit.ly/37ohs8U.

Physical activity releases feel-good chemicals into the body which help lift your mood. Getting active is one of the most important things you can do to improve your mental wellbeing. Visit the Queensland Government mental wellbeing website to find activities to get you moving https://bit.ly/37ohs8U.

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‘Keep Learning’ social posts‘Keep Learning’ post 1 image:

Alternative images:

‘Keep Learning’ post 1 suggested copy: Keeping your mind engaged with new ideas and experiences is an important part of

your mental wellbeing. This could be as easy as doing a daily Sudoku, listening to a podcast or learning a new skill. Visit the Queensland Government mental wellbeing website for ideas and inspiration https://bit.ly/37ohs8U.

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‘Show Kindness’ social posts‘Show Kindness post 1 image:

‘Show Kindness’ post 1 suggested copy: Keeping your mind engaged with new ideas and experiences is an important part of

your mental wellbeing. This could be as easy as doing a daily Sudoku, listening to a podcast or learning a new skill. Visit the Queensland Government mental wellbeing website for ideas and inspiration https://bit.ly/37ohs8U.

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‘Connect More’ social posts‘Connect More’ post 1 image:

Alternative image options:

‘Connect More’ post 1 suggested copy: Feeling connected plays an important part in your mental wellbeing. Regular positive

interactions can help boost your mood. Make it a priority to spend time with family and friends. Visit the Queensland Government mental wellbeing website to find activities that promote social connection https://bit.ly/37ohs8U.

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‘Connect More’ post 2 image:

Alternative image options:

‘Connect More’ post 2 suggested copy: When was the last time you caught up with family or friends? Make time in your busy

schedule for these regular positive interactions which can help boost your mood. Visit the Queensland Government mental wellbeing website for ideas and inspiration https://bit.ly/37ohs8U.

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‘Embrace Nature’ social posts‘Embrace Nature’ post 1 image:

Alternative images:

‘Embrace Nature’ post 1 suggested copy: Spending time in nature has big benefits for your mental wellbeing. Studies show it

can improve your mood and reduce stress. Visit the Queensland Government mental wellbeing website for ideas to get you out into nature https://bit.ly/37ohs8U.

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‘Embrace Nature’ post 2 image

Alternative images:

‘Embrace Nature’ post 2 suggested copy: Exercising in natural environments can have positive effects on your self-esteem,

improve your mood and help you get through life’s challenges. Visit the Queensland Government mental wellbeing website for ideas to help you get out and enjoy the natural world around you https://bit.ly/37ohs8U.

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‘Take Notice’ social posts‘Take Notice’ post 1 image:

Alternative images:

‘Take Notice’ post 1 suggested copy: Take a moment to stop and focus on the world around you. Mindfulness has been

shown to positively impact your mental wellbeing. Visit the Queensland Government mental wellbeing website to find tips for practising mindfulness https://bit.ly/37ohs8U.

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‘Take Notice’ post 2 image:

Alternative image:

‘Take Notice’ post 2 suggested copy: Be in the moment. Direct your attention to what is happening here and now. Being

mindful helps you feel more at peace and improves your mental wellbeing. Visit the Queensland Government mental wellbeing website to find tips for practising mindfulness https://bit.ly/37ohs8U.

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Links to online contentVideosMaddy:

30 second TV ad 15 second video (enjoy every step and be good to yourself) 15 second video (connect or reconnect) 15 second video (balance your commitments with quality ‘me’ time.

Tom: 30 second TV ad 15 second video (love the bloke everyone else loves so much) 15 second video (appreciate the little things) 15 second video (slow down and enjoy the moments)

Kate: 30 second TV ad 15 second video (be kind to yourself and enjoy the small moments) 15 second video (try something new and spent time with friends) 15 second video (lose yourself in a book and in the moment)

Digilites:Find six versions of digilites here: https://assetlibrary.health.qld.gov.au/web/3ea58feedf26e02f/dear-mind-campaign-stakeholder-kit/ Maddy version 1 Maddy version 2 Tom version 1 Tom version 2 Kate version 1 Kate version 2

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