Cummins&Partners supports ABC Mental As…  10th September 2014

To kick-start a national conversation about mental health across the wider community, the ABC is launching Mental As… The biggest ever cross-platform programming event conducted by the ABC, for Mental Health Week, 5-12 October 2014.  Across ABC TV, radio, online and mobile ABC Mental As… will take a look at mental health from all angles and perspectives, from comedy to documentary, entertainment to debate, aiming to help join the dots on mental health in Australia.

Cummins&Partners partnered with the ABC marketing team to create communications raising awareness of ABC Mental As…   The communications centres around the art of wonderfully talented artists, each of whom lives with various mental illnesses such as anxiety, depression and schizophrenia.  They were each asked to interpret the iconic ABC worm logo through the eyes of their particular mental health issue – thereby giving people a small insight into their particular mental illness.  These pieces of art form the basis for outdoor advertising alerting people to the week of mental health oriented programming.  Much of the media displaying these artworks, including outdoor and bus backs was donated by APN.   The artworks created will also be auctioned off as part of the fund raising program.

Head of ABC TV Marketing, Diana Costantini said, “mental illness impacts nearly half of all Australians.  The Australian Public Broadcaster has an opportunity to make a difference.  We set out to create branding that was authentic, challenging the norm and providing a stage (or the back of a bus) for artists suffering mental illness.  Our week long initiative is called Mental As…  It’s a provocative name, for some, but from the outset we wanted to bolt towards this issue – owning it with pride, a whole lot of passion and a dogged determination to get people talking and acting on mental illness”.

Cummins&Partners Chief Strategy Officer, Adam Ferrier said “We are extremely excited with what the ABC has created and we’re proud to have contributed to this worthy cause. The entire ABC Mental As… program is extremely action oriented. We are not satisfied with just creating awareness around mental health issues – we want people to talk about the issue, or give money to support mental health research, or if they suffer mental health issues seek help. The artists whose work helps promote this event have been wonderful to work with and we are extremely appreciative of the beautifully insightful work they have created”

To get involved please visit:  or #mentalas