Now in its sixth year AdMental asks Adelaide’s emerging Advertising Creatives to produce an advertisement that sells mental health and wellbeing. This year they are tackling men’s mental health.
AdMental is an annual event that brings together Adelaide Advertising and Design Club (AADC), Don Dunstan Foundation and the Mental Health Coalition of South Australia (MHCSA). Each year this team works on a brief that targets a specific message with previous years covering mental illness, loneliness in older people and workplace mental health and wellbeing.
This year’s brief?
Develop a 30-60 second video highlighting the need for understanding and support for the mental health of men aged 45-65 years.
Why? Because…
Mental illness remains high among Australian men, with up to 25% experiencing a diagnosed mental health disorder in their lifetime. (AIFS)
On average, men make up seven out of every nine suicides in Australia every day. The number of men who die by suicide in Australia each year is nearly double the national road toll. (Beyond Blue)
Research shows a significant association between loneliness and experiences of depression and suicidality. “Men who reported lacking close friends or relatives were around twice as likely to have thought about suicide in the past 12 months,” Dr Daraganova said. (AIFS)
Barriers for seeking help can include stigma around mental health and fear that it will be seen as a weakness to talk about feelings.
Face-to-face ‘intervention’ style conversations can often feel intense and intimidating. Fewer men access professional help or support than women. Men only account for 40% of Medicare-subsidised mental health services. (AIFS)
First launched in 2017, AdMental is inspired by ‘The Pitch’ segment of the TV show ‘The Gruen Transfer’. Here two emerging creatives are tasked with the same brief: create a clever and thought provoking advertisement to promote mental health for a specific demographic. Each creative is then partnered with a local advertising agency, who mentor them through the process. The final advertisements are presented at the event and judged by a panel of industry experts. The winner goes on to receive the Geoff Robertson Memorial Award and a one year scholarship to Award School.
Creatives Bios
Raquel Trejo
Based in Adelaide, Raquel Trejo is pursuing her passion for filmmaking and underwater photography. Raquel is a multinational citizen born in the artsy barrios of Mexico City. Initially trained as an environmental scientist and organic farmer, Raquel now concentrates on the intersections between environmental problems, science communication, social media, and marketing. Raquel began studying filmmaking at UniSA and Flinders Universities in 2021 and is gaining hands-on experience by working with documentary producers in Australia for international streaming services.
Olivia Cords
Olivia is studying a Bachelor of Creative Industries at the University of South Australia.
Majoring in both Film & Television and Communication & Media. She is passionate about
the arts and the importance of being creative in all aspects of life. She is a believer in
spreading mental health awareness and hopes that through this opportunity she is able to
make a difference.
Event details;
Adelaide University, Bragg Theatre
Monday 13 November, 2023
6:30 – 8pm
