Lived Experience at the Heart of a New Regional and Rural Mental Health Campaign
Tracks
Diamond Ballroom II: In-Person Only
| Wednesday, June 4, 2025 |
| 1:00 PM - 1:20 PM |
Overview
Monica McInnes, Murrimbidgee Primary Health Network
Presenter
Monica McInnes
Strategic Initiatives And Engagement Advisor
Murrumbidgee Primary Health Network
Lived Experience at the Heart of a New Regional and Rural Mental Health Campaign
Abstract
Poor mental health is a major public health issue in rural and remote regions. It is estimated that the prevalence of people older than 15 years of age living with medically diagnosed depression and anxiety is over 10% higher in the Murrumbidgee, compared to the rest of NSW. (ABS, 2021)
After four years in circulation, tracking evaluation research (n=78) showed reduced efficacy of the existing public health campaign encouraging people to reach out for help at a time of crisis. (iLink online survey, May 2022)
A series of four co-design workshops and 18 in-depth interviews were conducted to explore community understanding and to determine the most effective messaging, positioning and creative approach for a new campaign.
The updated awareness campaign, “Connect, Your Way” built on insights from the co-design stage, incorporating lived experience within all aspects of communication and reflecting a wide variety of circumstances. The campaign was strengthened through the use of human stories featuring real local people, who have or are experiencing mental health challenges. These lived experience stories were central to the campaign and provided people a deeper engagement with the messaging helping to reduce stigma and support help-seeking behaviours.
To support help-seeking the campaign’s primary call to action was a dedicated website landing page designed to educate and guide a range of audiences to suitable resources and support services.
The campaign premiered for an eight-week period (May - June 2023) across the Murrumbidgee area, including television, radio, print cinema, buses, washroom, social media and digital mediums.
Pre and post campaign evaluation using an independent online research panel (n=75 in March 2023 and n=75 in July 2023 respectively) showed awareness of the dedicated webpage increased from 0 to 25%. Awareness the dedicated phoneline increased from 13% to 33%.
Three Key Learnings:
1. Campaigns informed by and for people with lived and living experience, are even more impactful when the people who are the face of the campaign live in the local community and share their lived experiences as part of the campaign.
2. Sharing lived and living experiences enables the ability to amplify the messaging beyond any designated paid campaign. We are doing this by promoting the campaign’s five storyteller videos at other times throughout the year.
3. Supporting everyone involved with the campaign to feel safe and supported in sharing their stories during and after is critical.
After four years in circulation, tracking evaluation research (n=78) showed reduced efficacy of the existing public health campaign encouraging people to reach out for help at a time of crisis. (iLink online survey, May 2022)
A series of four co-design workshops and 18 in-depth interviews were conducted to explore community understanding and to determine the most effective messaging, positioning and creative approach for a new campaign.
The updated awareness campaign, “Connect, Your Way” built on insights from the co-design stage, incorporating lived experience within all aspects of communication and reflecting a wide variety of circumstances. The campaign was strengthened through the use of human stories featuring real local people, who have or are experiencing mental health challenges. These lived experience stories were central to the campaign and provided people a deeper engagement with the messaging helping to reduce stigma and support help-seeking behaviours.
To support help-seeking the campaign’s primary call to action was a dedicated website landing page designed to educate and guide a range of audiences to suitable resources and support services.
The campaign premiered for an eight-week period (May - June 2023) across the Murrumbidgee area, including television, radio, print cinema, buses, washroom, social media and digital mediums.
Pre and post campaign evaluation using an independent online research panel (n=75 in March 2023 and n=75 in July 2023 respectively) showed awareness of the dedicated webpage increased from 0 to 25%. Awareness the dedicated phoneline increased from 13% to 33%.
Three Key Learnings:
1. Campaigns informed by and for people with lived and living experience, are even more impactful when the people who are the face of the campaign live in the local community and share their lived experiences as part of the campaign.
2. Sharing lived and living experiences enables the ability to amplify the messaging beyond any designated paid campaign. We are doing this by promoting the campaign’s five storyteller videos at other times throughout the year.
3. Supporting everyone involved with the campaign to feel safe and supported in sharing their stories during and after is critical.
Biography
With more than 20 years’ experience in a diverse range of industries, Monica McInnes is an experienced senior leader, public relations practitioner and corporate communicator. Passionate about storytelling, Monica believes being able to share stories is key to unlocking an organisation’s purpose.
Monica has been employed with Murrumbidgee Primary Health since 2018 and provides strategic guidance and advice to the CEO, Board and Executive team with a strong focus on ensuring stakeholder voices and stories guide the work of the organisation.
Monica’s areas of expertise and interest include stakeholder engagement and consultation, media and government relations, and reputation management.
