Addressing the loneliness epidemic with postcards
The Project
Connection is vital for mental health. But it can be hard to come by in regional Aussie towns, leaving suicide rates 60% higher than in cities. So, Australia Post partnered with Beyond Blue to combat regional loneliness, one postcard at a time.
THE CHALLENGE
Connection Postcards were delivered to homes across regional Australia, each containing contact details for Beyond Blue’s Support Service and a blank space for recipients to pen a note to their loved ones, all postage paid. We were tasked with sharing the program far and wide and encouraging Aussies to check in with their mates.
THE SOLUTION
Our wide-reaching PR campaign raised awareness about the importance of mental health support in regional communities through tailored media packages – and the free Connection Postcards initiative – contributing to over 5 million postcards sent.
The Results
The campaign was featured across 208 pieces of earned media with a reach of 2.08 million, which translates to an Impact Score of 83 out of 100, indicating strong delivery of campaign key messages and an overall positive sentiment. The campaign won silver at the 2024 CPRA Golden Target Awards for best Regional Communications Campaign.
“We were so impressed by how Keep Left harnessed the power of local communities to get behind our postcards and champion mental health in such a spectacular fashion.” – Anna Garcia, Senior PR Manager, Australia Post